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The Impact of Nationality and Gender on Consumer Preferences

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Gloria Anne MOSS and Gabor HORVATH


Design has a vital role to play in the Marketing Mix and can shape a person’s
overall reaction to a product including its pricing. Designers, for their part,
are key cultural intermediaries between the product or services and the
consumer but empirical research testing preferences for products, segmented
by nationality and gender, shows that the value placed on designs by
consumers can vary widely, with personal variables mediating reactions. This
paper examines the part played by nationality and gender in negotiating
value for the consumer and an understanding of the impact these variables
can have on design preferences will help designers and marketers perceive
the strength of an interactionist rather than universalist approach to design,
permitting an understanding of how others negotiate meanings.


PUBLISHED: Proceedings from the The 19th DMI: Academic Design Management Conference, 2014


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