The Effect of Form-Function Semantic Unity on Evaluations of Products and Brands

Michael Luchs, University of Texas, Austin
Raj Raghunathan, University of Texas, Austin
Vijay Mahajan, University of Texas, Austin
While prior research has demonstrated the importance of product form and product function as independent antecedents of consumers’ evaluations of products, the current research examines the effect of the interdependence between a product’s form and function. Across three studies, we demonstrate that consumers prefer products whose form and function are perceived to be unified and provide evidence that this result obtains in part due to consumers’ desire for order in the world around them. We also demonstrate that the effect is qualified by product knowledge and felt involvement such that when both are high, a relative preference for disunity emerges.
[ to cite ]:
Michael Luchs, Raj Raghunathan, and Vijay Mahajan (2008) ,"The Effect of Form-Function Semantic Unity on Evaluations of Products and Brands", in NA - Advances in Consumer Research Volume 35, eds. Angela Y. Lee and Dilip Soman, Duluth, MN : Association for Consumer Research, Pages: 142-145.