Psychophysical thinking in business: Products and concepts

Abstract

Psychophysical thinking informs both concept development and product design. With products, the researcher systematically varies ingredients/ processes and measures consumer reactions such as acceptance and sensory impressions. The product data generate a model showing how the formulations drive ratings. With concepts (and package designs), the researcher systematically varies the presence/absence of elements/pictures and measures consumer reactions such as acceptance or appropriateness. The concept data generate a model showing how the elements drive reactions. Concept and product research look for relations among variables, at once to understand and also to engineer consumer-acceptable products and messaging. © Copyright 2005, Blackwell Publishing.