Introduction
This article aims to investigate whether an implicit measure can be used to assess automatic understanding of product positioning that is conveyed by product design. Positioning is the act of building a credible, attractive, and distinctive place in the consumer's mind (Fuchs & Diamantopoulos, 2012; Ries & Trout, 1986). It is an offshoot of differentiation, which is the approach by which a firm aims to develop unique products that are clearly distinguishable from similar offerings on the market (Porter, 1985; Wang, 2015). Effectively positioning a product in the minds of consumers has been identified as one of the strategies...