Pamela W. Henderson

NewEdge · Consulting

Key design properties of marketing artifacts that influence consumer response include perceived attractiveness (the valenced evaluative response to the artifact) and perceived strength (the artifact’s ability to capture attention). The aesthetic middle principle contends that the designs most effective in generating purchase intentions are counteri...

The universality of design perception and response is tested using data collected from ten countries: Argentina, Australia, China, Germany, Great Britain, India, the Netherlands, Russia, Singapore, and the United States. A Bayesian, finite-mixture, structural-equation model is developed that identifies latent logo clusters while accounting for hete...

Overview: Creating breakthrough innovations requires alignment of both marketing and R&D processes within organizations. In a study aimed at determining the most effective practices for developing innovative new products, executives from 32 successful technology companies were interviewed. Success in achieving breakthrough innovation was found to d...

The universality of design perception and response is tested using data collected from ten countries: Argentina, Australia, China, Germany, Great Britain, India, the Netherlands, Russia, Singapore, and the United States. A Bayesian, finite-mixture, structural-equation model is developed that identifies latent logo clusters while accounting for hete...

This article develops empirically based guidelines to help managers select typefaces that affect strategically valued impressions. The authors discuss the potential trade-offs among the impressions created by typeface (e.g., pleasing, engaging, reassuring, prominent). The selection of typeface can be simplified with the use of six underlying design...

How interview results from the Market Assessment Process can be used to drive marketing strategies. Fourth in a four-part series.

Asian brands have often struggled to develop quality images. The visual aspects of branding have received little attention on how they might be used to strengthen brand perceptions in Asia. Guidelines for designing visual brand stimuli are developed using evaluations of logos in China and Singapore. There is a significant relationship between desig...

This is the second article in a four-part series about using the Market Assessment Method, developed by WSU Professor Pam Henderson, to reveal business opportunities. This article focuses on customer interviews.

The authors develop guidelines to assist managers in selecting or modifying logos to achieve their corporate image goals An empirical analysis of 195 logos, calibrated on 13 design characteristics, identified logos that meet high-recognition low-investment, and high-image communication objectives. High-recognition logos (accurate recognition create...

The authors develop guidelines to assist managers in selecting or modifying logos to achieve their corporate image goals. An empirical analysis of 195 logos, calibrated on 13 design characteristics, identified logos that meet high-recognition, low-investment, and high-image communication objectives. High-recognition logos (accurate recognition crea...

La presse populaire a récemment rapporté que les dirigeants des points de vente diffusent des parfums dans leurs magasins pour créer des environnements plus positifs et développer un avantage concurrentiel. Ces efforts ont lieu bien qu'il n'y ait pas de recherche académique supportant l'utilisation de parfum dans les environnements de magasin. Les...

The popular press has recently reported that managers of retail and service outlets are diffusing scents into their stores to create more positive environments and develop a competitive advantage. These efforts are occurring despite there being no scholarly research supporting the use of scent in store environments. The authors present a review of...

The popular press has recently reported that managers of retail and service outlets are diffusing scents into their stores to create more positive environments and develop a competitive advantage. These efforts are occurring despite there being no scholarly research supporting the use of scent in store environments. The authors present a review of...

In this addendum, we present a measure of discrimination ability that is free of the downwardly biasing assumptions of previous discrimination measures. We discuss the magnitude of the bias in the previous measures, the reliability of all of the measures, intercorrelations among them, and their appropriate uses.

Mental accounting is an oft-discussed type of decision framing in which individuals are hypothesized to form psychological accounts of the advantages and disadvantages of an event or option. Most discussions of mental accounting have focused on the consequences of framing decisions in this manner rather than on the processes underlying mental accou...

Researchers often test consumers' abilities to discriminate between two product formulations. Such tests are used in new product development, quality control, and competitive assessment. This paper investigates three paired comparison taste tests, each requiring a different judgment. These are: preference (“Which of these two do you prefer?”), iden...

An extension is described to a product testing model to account for misinformation among subjects. A misinformed subject is one who associates the taste of product A with product B and vice-versa; thus, the subject would tend to perform incorrectly on pick 1 of 2 tests. A likelihood ratio test for the presence of misinformation is described. The mo...

The Disruptive Market Research method, pioneered by Dr. Pam Henderson of Meridian Strategies, helps technology developers make better commercialization decisions and find industry parters. More than 120 entrepreneurial organizations, ranging from the U.S. Department of Energy's Pacific Northwest National Laboratory to Fortune 500 firms, have used t...