Sound Design for New Products: Interactions with Technical Functionalities and Branding
Speakers: Prof. Dr. Torsten Teichert, Daniel Wagenführer, University of Hamburg, Germany
(Sound) design and brand are able to create unique selling propositions and thus constitute key success factors for innovations. This paper examines relevant dimensions of sound design from a consumer-behaviour perspective. It assesses the influence of sound design in combination with other product characteristics. A consumer typology is developed and the interactions between sound design and other product attributes are investigated at segment level.
A preliminary empirical study reveals that the perception of innovativeness, emphasis of fit and purchase intention depend both on sound design, brand and technical functionality by themselves as well as on their interactions. Conclusions are presented both from marketing and research perspective, and implications for the design process of new products are provided.