Consumers want to understand, intuitively, how to work the product. "If, for example, the product is being sold via online marketplaces, the 'apparent functionality' can be an important factor in consumer decision-making. "While consumers will always use a product in the greater context, they don’t always encounter them in this way, especially if its a product they’re unfamiliar with," he said. Johnson is the host of the Neuroscience of Branding blog and is the author of 'Branding that Means Business: How to Build Enduring Bonds between Brands, Consumers and Markets.'Īccording to consumer psychology expert, whether it's vital for an object to have its function apparent from the moment someone sees it depends on the product itself, the industry, and how it's sold. Moreover, he explained the difference between market-driven and market-driving products. Bored Panda reached out to Matt Johnson, Ph.D., a professor of consumer psychology at Hult International Business School and Harvard University, and he told us about the apparent functionality of products, as well as the law of the market.
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