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- All Subjects: 19765
- Genre: Masters Thesis
- Creators: Sanft, Alfred
- Member of: Theses and Dissertations
Description
In the recent years, more and more products come into the market, which provides thousands of choices for consumers. We live in a world full of brands, all trying to attract our attention. A critical part of this process is the criteria for selection. Research has found that criteria always derive from individuals’ experience, which finally creates a unique identity for certain products and brands that could be considered synonym with the specific product. This is a fast-growing phenomenon since the advent of the commodity economy period. In today’s competitive environment, modern consumers are the decision makers and the heart of a value exchange. They are becoming increasingly informed as they compare the attributes of different brands. Advertising has always been one of the important ways for companies to build strong relationships with consumers. This research aims to study the relationship between brand loyalty and advertising. This research is focused on two kind of advertisements; advertisements through social network and launch events, which have different characters, differences in broadcast frequency, and different promotion methods. Interview and survey were mainly used for this study.
Research results conclude that: 1) The impact of the press conference is greater than advertising through social network and the effect of a precise advertisement is greater than repeated advertising for individuals. 2) Advertisements should be launched in a less forceful way than in the past. They should try to affect consumers subconsciously, to disguise the fact that they are advertisements and thus keep in sync with consumers, in order to help create loyalty through certain brand. 3) Consumers also want to have more interactions with firms and other users and to participate in the creation of brand-consumer relationships. 4) Advertisements have positive effect in creating brand image.
Research results conclude that: 1) The impact of the press conference is greater than advertising through social network and the effect of a precise advertisement is greater than repeated advertising for individuals. 2) Advertisements should be launched in a less forceful way than in the past. They should try to affect consumers subconsciously, to disguise the fact that they are advertisements and thus keep in sync with consumers, in order to help create loyalty through certain brand. 3) Consumers also want to have more interactions with firms and other users and to participate in the creation of brand-consumer relationships. 4) Advertisements have positive effect in creating brand image.
ContributorsZhang, Wenjing (Author) / Takamura, John (Thesis advisor) / Sanft, Alfred (Committee member) / Gray, Nancy (Committee member) / Arizona State University (Publisher)
Created2018
Description
ABSTRACT
This research investigates the synaesthetic responses consumers have to
branded consumer product designs to aid the design development process.
Through proper application of synaesthetic responses, companies can create
holistic experiences and brand expressions that are loved and trusted by
consumers and thus achieve brand loyalty.
Capturing the hearts and minds of consumers through exceptional
product experiences is one of the primary goals of any design agency, retailer or
Consumer Packaged Good (CPG) company today. Thousands of new products
launch every year and consumers are bombarded with advertising campaigns,
package designs, POP displays, product offerings and new product forms.
Breaking through the visual and verbal clutter by designing for the senses is one
of the key ways design firms and companies can engage with and create a
stronger bond with the consumer.
Connecting with consumers can be achieved through the maintenance of a
compelling brand positioning and the development of brand expressions
(products) that are holistically honest and express their positioning. Holistically
honest designs are designs that capture the senses and the essence of the brand.
Upon initial impression, the package immediately and innately “feels” right –
nothing seems amiss. This includes all of the senses: sight, smell, taste, touch,
and hearing combined with what the consumer knows or believes about the
brand to create a meaningful gestalt. All design touchpoints should be
considered in order to attain the ultimate goal of a holistic design: graphic treatment, typography, words, scent, form, color – any type of sensory stimulator
as these all influence perception and ultimately product and brand trust.
This study will employ qualitative and quantitative research approaches
to understand consumers’ synaesthetic responses to a brand’s expressions.
This research investigates the synaesthetic responses consumers have to
branded consumer product designs to aid the design development process.
Through proper application of synaesthetic responses, companies can create
holistic experiences and brand expressions that are loved and trusted by
consumers and thus achieve brand loyalty.
Capturing the hearts and minds of consumers through exceptional
product experiences is one of the primary goals of any design agency, retailer or
Consumer Packaged Good (CPG) company today. Thousands of new products
launch every year and consumers are bombarded with advertising campaigns,
package designs, POP displays, product offerings and new product forms.
Breaking through the visual and verbal clutter by designing for the senses is one
of the key ways design firms and companies can engage with and create a
stronger bond with the consumer.
Connecting with consumers can be achieved through the maintenance of a
compelling brand positioning and the development of brand expressions
(products) that are holistically honest and express their positioning. Holistically
honest designs are designs that capture the senses and the essence of the brand.
Upon initial impression, the package immediately and innately “feels” right –
nothing seems amiss. This includes all of the senses: sight, smell, taste, touch,
and hearing combined with what the consumer knows or believes about the
brand to create a meaningful gestalt. All design touchpoints should be
considered in order to attain the ultimate goal of a holistic design: graphic treatment, typography, words, scent, form, color – any type of sensory stimulator
as these all influence perception and ultimately product and brand trust.
This study will employ qualitative and quantitative research approaches
to understand consumers’ synaesthetic responses to a brand’s expressions.
ContributorsRhodes, Amy (Author) / Takamura, John (Thesis advisor) / Sanft, Alfred (Committee member) / Miiller, Nancy (Committee member) / Arizona State University (Publisher)
Created2015
Description
As the designer is asked to design, create, or simply solve a problem, many factors go into that process. It generally begins with defining the scope or problem that undergoes an iterative process utilizing different tools and techniques to generate the desired outcome. This is often referred to as the design process. Notwithstanding the many factors that influence this process, this study investigates the use of theory for behavior change and its effect on the design process. While social behavioral theories have been extensively discussed in the realm of design, and a well-developed body of literature exists, there is limited knowledge about how designers respond to and incorporate theory into their design process. Fogg’s persuasive design (2003), Lockton’s design with intent (2009) and Tromp’s social implication framework (2011) stand as exemplars of new strategies developed towards design for behavior change that are able to empower designers’ mindsets, providing them with a uniquely insightful perspective to entice change. Instead of focusing on the effectiveness of the design end product, this study focuses on how theory-driven approaches affect the ideation and framing fragment of the design process. A workshop case study with senior design students was utilized with focused observations and post-workshop interviews to answer the research questions. This study contributes by providing a useful method of documenting a behavioral economics theory to the design process in a workshop setting. It also provides insights on how behavioral change theory application can be incorporated in a segment of the design process.
ContributorsAlWazzan, Aysha F. KH. A. A (Author) / Mejia, G. Mauricio (Thesis advisor) / Sanft, Alfred (Committee member) / Fischer, Daniel (Committee member) / Arizona State University (Publisher)
Created2019
Description
It is well understood that many people who experience hearing loss do not realize the extent of their loss and often do not seek help. This resistance to intervention puts them at risk of social isolation, depression and even serious neurological issues such as dementia.
This research explores first, the attitudes that people have toward hearing loss and how these attitudes affect the adoption of products and services that could help them. This may not seem like a design question, but it is paramount to designers who seek to improve the quality of life for this population. It is no longer enough to create beautiful, functional products. In order to make a difference in people’s lives, designers need to understand the underlying motivations that drive behavior. This informs the second question this study seeks to answer, what changes can be made to current products and services on the market in order to increase adoption.
Through a series of qualitative interviews with seniors experiencing hearing loss, this study finds that the main factors in their attitudes towards hearing loss are their feelings towards aging in general, their susceptibility to stigma, and their perceptions of the cost and functionality of the hearing devices available. However, the most important factor found in this study is a lack of awareness. Awareness of their own level of hearing loss. Awareness of the risks associated with putting off intervention. And awareness of the products and services available to help. Thus, design solutions that focus on visibility of services and patient education will have the most meaningful impact on quality of life for those who suffer from hearing loss.
This research explores first, the attitudes that people have toward hearing loss and how these attitudes affect the adoption of products and services that could help them. This may not seem like a design question, but it is paramount to designers who seek to improve the quality of life for this population. It is no longer enough to create beautiful, functional products. In order to make a difference in people’s lives, designers need to understand the underlying motivations that drive behavior. This informs the second question this study seeks to answer, what changes can be made to current products and services on the market in order to increase adoption.
Through a series of qualitative interviews with seniors experiencing hearing loss, this study finds that the main factors in their attitudes towards hearing loss are their feelings towards aging in general, their susceptibility to stigma, and their perceptions of the cost and functionality of the hearing devices available. However, the most important factor found in this study is a lack of awareness. Awareness of their own level of hearing loss. Awareness of the risks associated with putting off intervention. And awareness of the products and services available to help. Thus, design solutions that focus on visibility of services and patient education will have the most meaningful impact on quality of life for those who suffer from hearing loss.
ContributorsSavage Tongay, Noone (Author) / Sanft, Alfred (Thesis advisor) / Peña, Lisa (Thesis advisor) / Waldron, Kathleen (Committee member) / Arizona State University (Publisher)
Created2019