What is it about?
You would be able to test to what extend consumers understand your product.
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Why is it important?
When creating a product designers and marketers may have some parameters in mind, some issues that ought to be important in the product. However, consumers might have a different perspective, they might underhand the product differently.
Perspectives
The consumer awareness scale is based on attributes that are important from a designers perspective. Results from this scale would let you know to what extent consumers' understanding of these attributes have a positive impact on their willingness to purchase the product.
Dr Ana M Arboleda
Universidad Icesi
Read the Original
This page is a summary of: Design awareness and purchase intention: an item response theory approach, Academia Revista Latinoamericana de Administración, May 2014, Emerald,
DOI: 10.1108/arla-08-2013-0112.
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