Multi-modal visual experience of brand-specific automobile design
(2008) In The Tqm Journal 20(4). p.356-371- Abstract
- Purpose – This paper presents a questionnaire study of brand-specific perceptions of automotive
design using subjective rating methods. The purpose of the paper is to explore the multiple modalities
of the visual product experience of automobile design as perceived by the general public. Furthermore,
the experiences were analysed using a framework for visual product experience (VPE).
Design/methodology/approach – Respondents were asked to assess the design of two car models
at an international car show in relation to brand perceptions and visually perceived attributes using,
among other tools, visual analogue scales. Analysis was done using a qualitative technique.
Findings –... (More) - Purpose – This paper presents a questionnaire study of brand-specific perceptions of automotive
design using subjective rating methods. The purpose of the paper is to explore the multiple modalities
of the visual product experience of automobile design as perceived by the general public. Furthermore,
the experiences were analysed using a framework for visual product experience (VPE).
Design/methodology/approach – Respondents were asked to assess the design of two car models
at an international car show in relation to brand perceptions and visually perceived attributes using,
among other tools, visual analogue scales. Analysis was done using a qualitative technique.
Findings – Results from the study indicate that there is a correlation/relation between experiential
modes, in that respondents tended to rate attributes consistently high or low across modes. This
implies that if the aesthetics are not perceived as favourable, neither is the expression of the car.
Furthermore, respondents’ assessments of aesthetic appeal and expression are on an average
strikingly similar, suggesting that the level of aesthetic appeal correlates with the level of semantic
understanding of the design. The general rating of emotional response follows a similar consistent
pattern for the two studied cars.
Originality/value – Study approach as a way to gain insights into subjective perceptions of
products based on appreciation and interpretation of visual product form. VPE framework
recognising, mapping and clarifying the multiple modes of the visual experience. (Less)
Please use this url to cite or link to this publication:
https://lup.lub.lu.se/record/3917989
- author
- Warell, Anders LU
- organization
- publishing date
- 2008
- type
- Contribution to journal
- publication status
- published
- subject
- keywords
- Automotive industry, Brand image, Marketing strategy, Customer satisfaction
- in
- The Tqm Journal
- volume
- 20
- issue
- 4
- pages
- 356 - 371
- publisher
- Emerald Group Publishing Limited
- external identifiers
-
- scopus:46249123489
- ISSN
- 1754-2731
- language
- English
- LU publication?
- yes
- id
- a31affc8-d76a-4f95-848c-a48cf41d682a (old id 3917989)
- date added to LUP
- 2016-04-04 08:54:49
- date last changed
- 2022-02-20 22:34:04
@article{a31affc8-d76a-4f95-848c-a48cf41d682a,
abstract = {{Purpose – This paper presents a questionnaire study of brand-specific perceptions of automotive<br/><br>
design using subjective rating methods. The purpose of the paper is to explore the multiple modalities<br/><br>
of the visual product experience of automobile design as perceived by the general public. Furthermore,<br/><br>
the experiences were analysed using a framework for visual product experience (VPE).<br/><br>
Design/methodology/approach – Respondents were asked to assess the design of two car models<br/><br>
at an international car show in relation to brand perceptions and visually perceived attributes using,<br/><br>
among other tools, visual analogue scales. Analysis was done using a qualitative technique.<br/><br>
Findings – Results from the study indicate that there is a correlation/relation between experiential<br/><br>
modes, in that respondents tended to rate attributes consistently high or low across modes. This<br/><br>
implies that if the aesthetics are not perceived as favourable, neither is the expression of the car.<br/><br>
Furthermore, respondents’ assessments of aesthetic appeal and expression are on an average<br/><br>
strikingly similar, suggesting that the level of aesthetic appeal correlates with the level of semantic<br/><br>
understanding of the design. The general rating of emotional response follows a similar consistent<br/><br>
pattern for the two studied cars.<br/><br>
Originality/value – Study approach as a way to gain insights into subjective perceptions of<br/><br>
products based on appreciation and interpretation of visual product form. VPE framework<br/><br>
recognising, mapping and clarifying the multiple modes of the visual experience.}},
author = {{Warell, Anders}},
issn = {{1754-2731}},
keywords = {{Automotive industry; Brand image; Marketing strategy; Customer satisfaction}},
language = {{eng}},
number = {{4}},
pages = {{356--371}},
publisher = {{Emerald Group Publishing Limited}},
series = {{The Tqm Journal}},
title = {{Multi-modal visual experience of brand-specific automobile design}},
volume = {{20}},
year = {{2008}},
}