**3.5 Study IV – Establishing the link between product personalities and product characteristics**

The 12 objects depicted in Fig. 9 were further characterized, by the authors, in terms of their product attributes according to a series of dimensions. These included materials, colour, shape, graphic markings, archetype, morphology, inferred ease of use, manufacturing process, technological sophistication, multiple functionality and size. The dimensions that were used to characterize the 12 objects involved in study III are shown in Table 14.

As a result of study IV, two product attribute lists were attained, one concerning the transference of Portuguese cultural traits to product properties and the other one concerning the transfer of Lusophone cultural traits (Table 15).


Table 15. Product attributes attained as a result of study III.
