Applying Noise-Based Reverse Correlation to Relate Consumer Perception to Product Complex Form Features
Consumer behavior knowledge is essential to designing successful products. However, measuring subjective perceptions affecting this behavior is a complex issue that depends on many factors. Identifying visual cues elicited by the product’s appearance is key in many cases. Marketing research on this...
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| Format: | Article |
| Language: | English |
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Wiley
2022-01-01
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| Series: | Complexity |
| Online Access: | http://dx.doi.org/10.1155/2022/4641932 |
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| _version_ | 1832551225403375616 |
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| author | Jose Antonio Diego-Mas Jorge Alcaide-Marzal Rocio Poveda-Bautista |
| author_facet | Jose Antonio Diego-Mas Jorge Alcaide-Marzal Rocio Poveda-Bautista |
| author_sort | Jose Antonio Diego-Mas |
| collection | DOAJ |
| description | Consumer behavior knowledge is essential to designing successful products. However, measuring subjective perceptions affecting this behavior is a complex issue that depends on many factors. Identifying visual cues elicited by the product’s appearance is key in many cases. Marketing research on this topic has produced different approaches to the question. This paper proposes the use of Noise-Based Reverse Correlation techniques in the identification of product form features carrying a particular semantic message. This technique has been successfully utilized in social sciences to obtain prototypical images of faces representing social stereotypes from different judgements. In this work, an exploratory study on subcompact cars is performed by applying Noise-Based Reverse Correlation to identify relevant form features conveying a sports car image. The results provide meaningful information about the car attributes involved in communicating this idea, thus validating the use of the technique in this particular case. More research is needed to generalize and adapt Noise-Based Reverse Correlation procedures to different product scenarios and semantic concepts. |
| format | Article |
| id | doaj-art-eea156fc32864ce9b2a1d41ccb6f203c |
| institution | Kabale University |
| issn | 1099-0526 |
| language | English |
| publishDate | 2022-01-01 |
| publisher | Wiley |
| record_format | Article |
| series | Complexity |
| spelling | doaj-art-eea156fc32864ce9b2a1d41ccb6f203c2025-02-03T06:04:39ZengWileyComplexity1099-05262022-01-01202210.1155/2022/4641932Applying Noise-Based Reverse Correlation to Relate Consumer Perception to Product Complex Form FeaturesJose Antonio Diego-Mas0Jorge Alcaide-Marzal1Rocio Poveda-Bautista2Institute for Research and Innovation in Bioengineering (i3B)Institute for Research and Innovation in Bioengineering (i3B)Institute of Innovation and Knowledge Management (INGENIO) (CSIC-UPV)Consumer behavior knowledge is essential to designing successful products. However, measuring subjective perceptions affecting this behavior is a complex issue that depends on many factors. Identifying visual cues elicited by the product’s appearance is key in many cases. Marketing research on this topic has produced different approaches to the question. This paper proposes the use of Noise-Based Reverse Correlation techniques in the identification of product form features carrying a particular semantic message. This technique has been successfully utilized in social sciences to obtain prototypical images of faces representing social stereotypes from different judgements. In this work, an exploratory study on subcompact cars is performed by applying Noise-Based Reverse Correlation to identify relevant form features conveying a sports car image. The results provide meaningful information about the car attributes involved in communicating this idea, thus validating the use of the technique in this particular case. More research is needed to generalize and adapt Noise-Based Reverse Correlation procedures to different product scenarios and semantic concepts.http://dx.doi.org/10.1155/2022/4641932 |
| spellingShingle | Jose Antonio Diego-Mas Jorge Alcaide-Marzal Rocio Poveda-Bautista Applying Noise-Based Reverse Correlation to Relate Consumer Perception to Product Complex Form Features Complexity |
| title | Applying Noise-Based Reverse Correlation to Relate Consumer Perception to Product Complex Form Features |
| title_full | Applying Noise-Based Reverse Correlation to Relate Consumer Perception to Product Complex Form Features |
| title_fullStr | Applying Noise-Based Reverse Correlation to Relate Consumer Perception to Product Complex Form Features |
| title_full_unstemmed | Applying Noise-Based Reverse Correlation to Relate Consumer Perception to Product Complex Form Features |
| title_short | Applying Noise-Based Reverse Correlation to Relate Consumer Perception to Product Complex Form Features |
| title_sort | applying noise based reverse correlation to relate consumer perception to product complex form features |
| url | http://dx.doi.org/10.1155/2022/4641932 |
| work_keys_str_mv | AT joseantoniodiegomas applyingnoisebasedreversecorrelationtorelateconsumerperceptiontoproductcomplexformfeatures AT jorgealcaidemarzal applyingnoisebasedreversecorrelationtorelateconsumerperceptiontoproductcomplexformfeatures AT rociopovedabautista applyingnoisebasedreversecorrelationtorelateconsumerperceptiontoproductcomplexformfeatures |