Persuasive Imagery: A Consumer Response Perspective

By Linda M. Scott; Rajeev Batra | Go to book overview

telephone for them was crucial. The Nokia 8850 was associated with communicating about its user that he or she is in a good financial situation and keeps up with the development of technology. Excellent design was attributed to the Nokia 8210, but there is no significant difference in this category of responses.

The second phase of the research demonstrated the existence of differences in product-related consumer responses in the case of mobile telephones in two contexts: usage, and making choices. The choice context gave more clear groups of answers as a result of the availability of only four models, contrary to the usage situations, where the sample was more fragmented but still could capture the differences in responses. In sum, the choice context showed very well that models providing almost identical services, but different in design, involve distinct differences in product-related consumer reflections.


CONCLUSIONS

All the insights discussed suggest that in the case of mobile telephones, product form plays a crucial role for owners and nonowners in the formation of choices, but so do product-related responses such as the quality of the experience of use, expression, and communication about oneself to others and also to the user himself or herself as well. From several perspectives, both owners and nonowners have indicated their preference for a modest but at the same time state-of-the-art form. Users and especially nonusers draw conclusions from form about functionality and even aesthetics of use. Mobile telephones can serve as a sign of personal excellence, achievement, or sophisticated taste, but also a tool for someone having his or her own choice of being or not being alone and being reachable.

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