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Conceptual Consumption: Why We Consume Based on Mental Concepts

  • Felix van de Sand
  • Anna-Katharina Frison
  • Pamela Zotz
  • Andreas Riener
  • Katharina Holl
Chapter
Part of the Management for Professionals book series (MANAGPROF)

Abstract

The way we interact with products as well as the effects this interaction provokes inside our brains follows certain rules. Brands and products send signals that we decode mainly unconsciously. There is a rule-based connection between the characteristics of a product and the underlying mental level it triggers. We judge products based on their physical characteristics and their behavior, and we prefer those products whose characteristics are harmonic with our goals and motives. This phenomenon called conceptual consumption defines whether we buy or use products with a soft-sounding brand name or a cold color scheme and a sharp design language. The more senses are addressed by a product, the higher its prospects of success. Understanding the phenomenon of conceptual consumption is essential for the application of the UXi Method, which will be introduced in Chap.  7.

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Copyright information

© Springer Nature Switzerland AG 2020

Authors and Affiliations

  • Felix van de Sand
    • 1
  • Anna-Katharina Frison
    • 2
  • Pamela Zotz
    • 1
  • Andreas Riener
    • 2
  • Katharina Holl
    • 1
  1. 1.COBE GmbHMünchenGermany
  2. 2.Technische Hochschule IngolstadtIngolstadtGermany

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