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The marketer and the product manager are always looking for means to make the product they are developing more suitable to the consumer's needs, wishes and expectations. Some of these means can be personal values or personal goals. The study presented in this paper focused on three research directions: a) investigation of the correlation between personal values esteemed by the experiment participants and the appraisal of industrial design, respectively the purchase intention, of the product that materializes those values; b) investigation of the correlation between personal goals pursued by the experiment participants and the appraisal of industrial design, respectively the purchase intention, of the product that materializes those goals; c) investigation of the correlation between appraisal of industrial design and purchase intention in a vignette situation (using characters that pursue the personal goals at the highest level). The system of personal values used in experiment was the Kahle's List of Values (LOV). The system of personal goals applied in the experiment was Young & Rubicam's 4C. The conclusions obtained after processing the experimental data were: a) Correlation between personal values and industrial design was moderate. b) Correlation between personal values and purchase intention was also moderate. c) The correlation between personal goals and industrial design was strong. d) Correlation between personal goals and purchase intention was moderate to strong. e) Correlation (for personal goals) in a vignette situation was stronger than in the previous situation. [ABSTRACT FROM AUTHOR]

Colour has been studied from multiple points of view: naming, perceptual effects, physiological effects, psychological effects, curative effects, etc. The correlation of colours with symbolic attributes has been understudied. An experiment was designed to investigate the correlation between colours and symbolic attributes. There were selected 24 meaningful colours and 24 symbolic attributes. The experiment was run with 549 participants. Since the two variables are categorical, the Chi Square test was applied, and the result indicated the existence of a colour-attribute correlation. Also, the strongest correlations has been indicated in the paper. [ABSTRACT FROM AUTHOR]

One important line of action in the marketing field is the conception of products attractive to consumers. Industrial design plays a significant role in this action. But the traditional market segmentation is not very useful from the industrial design point of view. Also, because the traditional criteria for market segmentation are becoming less efficient in general, the experts from the field are looking for new criteria. The research presented here is focused on the relationship between industrial design, consumer profile and product contribution to materialistic, conspicuous and traditionalist goals. [ABSTRACT FROM AUTHOR]

The traditional documentation techniques used by designers fail to capture the needs, expectations and interests of the subconscious of the targeted market segment. Sentence completion test is a technique that can identify these elements both at conscious level and subconscious level. The purpose of this research was to verify on a practical case the usefulness of the technique as a research and inspirational tool for designers and also to propose a test structure when applying the technique in the field of product aesthetics. [ABSTRACT FROM AUTHOR]