Psychological Meaning of Products and Product Positioning
本文探讨产品的心理意义如何影响消费者对产品定位的认知，并论证其可作为管理规划工具，对新产品经理有参考价值。
New product positioning is an issue increasingly being considered by new products managers. An article on this topic by Crawford appeared in this Journal in 1985. Roberto Friedmann and Parker Lessig employ the concept of psychological meaning of products to discuss why and how Crawford's new product positioning typology affects the consumer. They present arguments to show that the psychological meaning of products and Crawford's typology address product positioning from complementary and converging perspectives. They also argue that psychological meaning of products can be a valuable managerial planning tool.