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.


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.


Ruth Mugge, Delft University of Technology


E - European Advances in Consumer Research Volume 9 | 2011

Share Proceeding

Featured papers

See More


H8. The Beneficial Side of Haze: Air Pollution Promotes Innovation and Creativity

Yi Wu, Tsinghua University
Yifan Chen, Tsinghua University
Yuhuang Zheng, Tsinghua University

Read More


E7. Pronouns in Fundraising Appeals – The Impact of I vs. S/He on Donations

Amir Sepehri, Western University, Canada
Rod Duclos, Western University, Canada
Hamid Elahi, Western University, Canada

Read More


In Praise of Pleasure: Hedonic Consumption Fosters Prosocial Behavior

Daniela Cristian, City University of London, UK
Bob Fennis, University of Groningen, The Netherlands
Luk Warlop, Norwegian School of Management, Norway

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.