The Interplay Between Form, Function, and Expertise in Consumer Choice

Jianping Liang, Sun Yat-sen University, China
Kyle B. Murray, University of Alberta, Canada
Consumers make purchase decisions based on what products do (i.e., functionality) and how they appear (i.e., form). We find that expertise plays a critical role in determining the emphasis that consumers place on these two general types of attributes. We also find two key boundary conditions and the psychological mechanism.
[ to cite ]:
Jianping Liang and Kyle B. Murray (2011) ,"The Interplay Between Form, Function, and Expertise in Consumer Choice", in NA - Advances in Consumer Research Volume 38, eds. Darren W. Dahl, Gita V. Johar, and Stijn M.J. van Osselaer, Duluth, MN : Association for Consumer Research.