Journal Title: GfK Marketing Intelligence Review
ISSN: 1865-5866 (Print)
Society/Institution: GfK Verein e.V.
LCC Subject Category: Social Sciences: Commerce: Business: Marketing. Distribution of products
Country of publisher: Poland
Language of fulltext: English
Full-text formats available: PDF
Wildner Raimund (Managing Director and Vice President of GfK Verein and Professor of Business Administration and Statistics at the University of Erlangen-Nuremberg, Germany)
Kittinger-Rosanelli Christine (Managing Editor GfK MIR GfK Verein, Nuremberg, Germany)
Bosenik Tim (Global Product Lead User Experience, GfK, Hamburg, Germany)
Abstract | Full Text
Form and function are important dimensions of consumer choice, but there is more in our increasingly digital world. It is not only products per se that need to be designed but the whole interaction between consumers and brands. The whole UX or user experience is more important than ever before. Digitalism nowadays is everywhere, and even mundane products are becoming more digital (e.g. ovens), while others evolve that are purely digital (e.g. PayPal).