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

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