The Effect of Form-Function Semantic Unity on Evaluations of Products and Brands

While prior research has demonstrated the importance of product form and product function as independent antecedents of consumers’ evaluations of products, the current research examines the effect of the interdependence between a product’s form and function. Across three studies, we demonstrate that consumers prefer products whose form and function are perceived to be unified and provide evidence that this result obtains in part due to consumers’ desire for order in the world around them. We also demonstrate that the effect is qualified by product knowledge and felt involvement such that when both are high, a relative preference for disunity emerges.


Michael Luchs, Raj Raghunathan, and Vijay Mahajan (2008) ,"The Effect of Form-Function Semantic Unity on Evaluations of Products and Brands", in NA - Advances in Consumer Research Volume 35, eds. Angela Y. Lee and Dilip Soman, Duluth, MN : Association for Consumer Research, Pages: 142-145.


Michael Luchs, University of Texas, Austin
Raj Raghunathan, University of Texas, Austin
Vijay Mahajan, University of Texas, Austin


NA - Advances in Consumer Research Volume 35 | 2008

Share Proceeding

Featured papers

See More


J15. The Deliberation Effect on the Judgment and Choice of Anthropomorphized Products

Juliana M. Batista, EAESP Fundação Getúlio Vargas
Jose Mauro C. Hernandez, Centro Universitário FEI

Read More


How Employees Relate to Their Brand Online: A Critical Visual Analysis of Hollister

Stephanie Kogler, University of Innsbruck, Austria

Read More


M2. Of Expectations and Experiences: The Moderating Effect of Valanced Expectations on Enjoyment of a Positive versus Negative Experience

Brian Gillespie, University of New Mexico
Molly McGehee, University of New Mexico

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.