Document Type

Closed Project

Publication Date

Fall 2009


Robert Harmon & Antonie Jetter

Course Title

Front End Management for New Product Development

Course Number

ETM 543/MKTG 548


In an increasingly competitive global marketplace the need for effective differentiation of products and services that meaningfully connect with consumers is imperative. Commonly benchmarked visionary companies, such as Apple, seem to exhibit a preternatural understanding of the fact that a product or service is so much more than the utility or function it offers. We examine the categories of these intangible attributes that transcend function – knowledge, experience and emotion, in an attempt to demonstrate the dynamic nature of their interactions with customers and each of the other attributes. A thorough literature review in the relevant fields and studies surrounding branding, emotional signature, customer involvement and the psychology of attitude change theory is introduced to validate and strengthen this dynamic premise and construct a formative model in order to enable predictive measurement of consumer behavior as influenced by product intangibles. This proposed model, which is an expansion of the Theory of Planned Behavior, is introduced with the intention of encouraging greater dialogue and research regarding dynamic properties of intangibles and to provide product development teams and other practitioners with a framework by which to evaluate their comprehension product plans.


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This project is only available to students, faculty, and staff of Portland State University.

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