New paper published in Journal of Marketing


The article "Product Design for the Long Run: Consumer Responses to Typical and Atypical Designs at Different Stages of Exposure" from Jan Landwehr, Daniel Wentzel, and Andreas Herrmann on consumer responses to typical and atypical car designs has been published in the renowned Journal of Marketing (Journal ranking: A+). The authors show in their article that consumers may initially respond more positively to typical designs, but may quickly become bored of these designs after having seen them several times. Atypical designs, on the other hand, gain in aesthetic appeal over time and may be more successful in the long run. The findings of the article have important implications for managing product design over the course of the product lifetime cycle.