Relationship between meanings, emotions, product preferences and personal values. Application to ceramic tile floorings

A questionnaire with images of a neutral room with different ceramic tile floorings was designed and distributed via the web. Results from the study suggest that both meanings and emotions must be taken into account in the generation of product preferences. The meanings given to the product can cause the generation of emotions, and both types of subjective impressions give rise to product preferences. Personal reference values influence these relationships between subjective impressions and product preferences. As a consequence, not only target customers' demographic data but specifically their values and criteria must be taken into account from the beginning of the development process. The specific results of this paper can be used directly by ceramic tile designers, who can better adjust product design (and the subjective impressions elicited) to the target market. Consequently, the chance of product success is reinforced.