1. Imène BELBOULA, Blida 2 University
5th International Consumer Brand Relationships Conference
The effect of the attitude toward product design on the attitude toward new product brand: implicit and explicit measures
Imène BELBOULA, Blida 2 University
Porto May, 18‐20, 2017

2. Research problem
The brand plays an important role in the success of new products
Major problem facing marketers: The history of innovation is full of examples of failures of new product launches.
The evaluation processes is not always conscious and controlled; it is based on two iterative processing loops:
automatic processing
controlled treatment
The implicit cognition allows it to enrich the concept of attitude in marketing?

3. Affective priming task (APT)
Thories mobilized
Implicit social cognition:
A model of Dual attitudes (Wilson, Linsey and Scholler 2000)
Persuasion (McKenzie, Lutz and Belch1986)
The iterative-reprocessing model (Cunningham and Zelazo, 2007)
Affective priming task (APT)

4. Implicit and Explicit mecanismes
Explicit Attitude
questionnaire
(Osgood scales)
Explicit evaluative processes
Controlable response
Explicit
measurement
Implicit evaluative
processes
Evaluative processes
Automatic response
Implicit measurement
Implicit Attitude
Affective priming task
Stimulus
Design

5. Research hypothesis
H1 : Product design implict attitude Apd has signifiant and positive influsence on the product brand implicit attitude Apb
H2 : Product design explicit attitude Apd has signifiant and positive influsence on the product brand explicit attitude Apb
H 3 : Product brand implict attitude has signifiant and positive influence on the intention to purchase the product.
H4 : Product brand explicit attitude has signifiant and positive influence on the intention to purchase the product.

6. Conceptual framework Product design stimuli
implicit attitude towards product design (Apd)
explicit attitude towards product design (Apd)
Purchase intention (PI)
implict attitude towards brand product (Apb)
implict attitud towards brand product (Apb)

7. Method
3 designs
E-prime software
Questionnaire

8. E-Prime Software

9. Affective priming Protocol
Test sequences
Distractive sequences *
#####
Music
fixation point
prime
mask
target *
#####
Fabre
fixation point
prime
mask
target
Rapid Response
Strong association *
TriZone
######
Cake
fixation point
prime
mask
target
Slow Response
Weak Association

10. Mean and standard deviation Crombach’alpha Joreskog Rhô Rho pvc
Explicit attitude toward product design
4,33/1,50
0,92
0,850
0,59
Explicit attitude toward new product brand
5,05/1,22
0,87
0,88
0,64
Implicit attitude toward product design
892,72(125,22)
0,93
0,96
0,73
Implicit attitude toward new product brand
633,10(224,28)
0,89
0,91
0,72
Purchase Intention
4,18/1,55
0,90
0,75

11. Results: Relationships among explicit attitude toward product design, explicit attitude toward new product brand and purchase intention (Full médiation )
0,17 PI
APD
ANPD
0,37
0,27
APD PI
0,070

12. Results: Relationships among implicit attitude toward product design, implicit attitude toward new product brand and purchase intention
0,0002 PI
APD
ANPD
0,8477
0,0001
APD PI
0,0001

13. Conclusion
Implicit cognition permits also to add substantial value to the implicit product design evaluation:
The attitude to design is an antecedent of attitude toward the brand.
The attitude to the design permits to initiate an affect transfer process.
The affective priming test reveals associations generated by the product design not explicitly reported.
The affective priming with affective decision task can be efficiently used to evaluate build a affective network around a product design.
The use of a double measure, implicit and explicit allows better assessment of the impact of design on the attitude of product design.

14. Neural circuitry that underlies evaluation

15. Thank You for Your Attention.