The Good, the Bad, and the Ugly: Aesthetic Effects in Product Feature Judgments

JoAndrea Hoegg, University of British Columbia, Canada
Joseph W. Alba, University of Florida, USA
Darren W. Dahl, University of British Columbia, Canada
This research investigates how product aesthetics influence the evaluation of specific feature information. Four studies examine how design alters feature processing when aesthetics and functionality conflict. We uncover an advantage for unattractive products and provide initial evidence that this bias stems from a thoughtful reconciliation of incongruous information.
[ to cite ]:
JoAndrea Hoegg, Joseph W. Alba, and Darren W. Dahl (2011) ,"The Good, the Bad, and the Ugly: Aesthetic Effects in Product Feature Judgments ", 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.