Design between enterprise and market: Seeking a way to measure semantic discrimination and attribution processes.

In the choice of a design object, tangible and intangible relations are established between its designers, manufacturers, distributors and consumers. A purchasing action is always more a place for the learning, simulation and representation of scripts, roles and screenplays of the self (Rutelli & Bortolanza, 2006). This work focuses on the feasibility of validating a protocol for use in defining the processes of discrimination and attribution between design objects, and the meanings that these objects represent. In particular, response frequencies and concentrations are measured to assess the discriminatory capacity of the items of an ad hoc protocol. The ARCLASS model (Lombardi & Sartori, 2006) can be applied to identify the classes that aggregate the object typologies and thus enable their prevalent semantic areas to be represented.