Product Appearance As a Cue For Performance Quality. the Influence of Product Personality

Consumers use the appearance of products as a cue for evaluating functional attributes that are difficult to verify at purchase. This research provides an understanding of this form-function interdependency by investigating the effects of the particular personality traits that products convey through their appearance on the perceived performance quality. The results showed that angular products convey a more business-like personality than curved ones. Due to this business-like personality, consumers expect the product’s performance quality to be greater. Consequently, product personality is a process that can explain the prompted inferences, in addition to the ‘What is beautiful is good’-principle.



Citation:

Ruth Mugge (2011) ,"Product Appearance As a Cue For Performance Quality. the Influence of Product Personality", in E - European Advances in Consumer Research Volume 9, eds. Alan Bradshaw, Chris Hackley, and Pauline Maclaran, Duluth, MN : Association for Consumer Research, Pages: 485-486.

Authors

Ruth Mugge, Delft University of Technology



Volume

E - European Advances in Consumer Research Volume 9 | 2011



Share Proceeding

Featured papers

See More

Featured

Remind Me of What I Have: Thinking about a Favorite Possession Mitigates the Negative Impact of Inequality on Subjective Well-being

(Joyce) Jingshi Liu, Hong Kong University of Science and Technology
Amy Dalton, Hong Kong University of Science and Technology
Anirban Mukhopadhyay, Hong Kong University of Science and Technology

Read More

Featured

G13. Odor Priming and Product Preferences: When Smells Regulate Preferences for Semantically-Congruent Products and Brands

Ramona De Luca, EAESP-FGV
Delane Botelho, EAESP-FGV

Read More

Featured

How the Unconstructed Identity Relieves Consumers of Identity-Relevant Consumption

Tracy Rank-Christman, University of Wisconsin - Milwaukee, USA
Lauren Poupis, Iona College

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.