Unpacking product design awards: a qualitative inquiry into consumer perceptions and responses

Abstract

Purpose This paper aims to explore consumer perceptions of product design awards (PDAs) and their impact on consumer product evaluation and attitude formation about the award-winning product, the award-winning organization and the award-granting organization. Design/methodology/approach Based on the grounded theory approach, an exploratory qualitative study is conducted, using 16 semi-structured in-depth interviews with Turkish consumers through discussions on real-world examples. Findings Results show that consumers develop emotional responses to PDAs (e.g. interest, curiosity and confusion), hypothesize reasons for products receiving awards and cite rewards as confirmation of their existing judgments about products. PDAs are perceived as extrinsic cues signaling quality and price, and their impact is increased when consumers feel that the award is based on functional feature superiority. Consumer responses to PDAs are also influenced by the perceived expertise of the award-granting organization and beliefs about the award-granting process. Finally, PDAs can lead to positive brand-perception outcomes, influencing consumer perceptions of the product company as resourceful, competent and prominent. Practical implications This study shows that it is critical for companies to inform consumers about the specific features that resulted in a given product receiving a design award, as well as to provide information about the PDA itself. Originality/value To the best of the authors’ knowledge, this study is the first attempt to explore consumer perceptions of and reactions to PDAs, with significant implications for both the marketing managers of PDA-winning products and award-granting organizations.