Abstract
Why do you drive the car you drive? Its safety? Fuel economy? Low price? A study conducted in the German automobile market showed that instead of these rational sounding arguments a car’s design is the most important determinant of buying intention, willingness to pay and real sales.
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© 2015 Academy of Marketing Science
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Landwehr, J.R., Herrmann, A. (2015). Design Dominates Function. In: Robinson, Jr., L. (eds) Proceedings of the 2008 Academy of Marketing Science (AMS) Annual Conference. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-10963-3_26
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DOI: https://doi.org/10.1007/978-3-319-10963-3_26
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Publisher Name: Springer, Cham
Print ISBN: 978-3-319-10962-6
Online ISBN: 978-3-319-10963-3
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