Design awareness and purchase intention: an item response theory approach

Ana M. Arboleda, Julio C. Alonso
  • Academia Revista Latinoamericana de Administraci√≥n, May 2014, Emerald
  • DOI: 10.1108/arla-08-2013-0112

Evaluating design awareness using IRT

What is it about?

You would be able to test to what extend consumers understand your product.

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

Dr Ana M Arboleda
Universidad Icesi

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.

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http://dx.doi.org/10.1108/arla-08-2013-0112

The following have contributed to this page: Professor Julio Cesar Alonso and Dr Ana M Arboleda