Effects of Form-Function Incongruities on Consumers' Preference

Background Consumers fundamentally depend on visual cues to evaluate and compare various products. One common strategy for designers or marketers attempting to distinguish their products from others is to use product design with form-function incongruity. The current research aims to present systematic studies exploring whether and how the level of form-function incongruity (low vs. high) affects customers' preference. Methods To test our predictions, we conducted Study 1 by recruiting 87 undergraduate students in South Korea using actual product (highlight pen) in the market. Then, we conducted an online survey (Study 2) with 115 participants to explore the mechanism of the effects of formfunction incongruity on product preference and we confirmed the validity of the results of Study 1. Results This research provides evidence that a high-level of form-function incongruity could be more attractive under a condition in which the options are presented separately. The effects of form-function incongruity on product preference was mediated by perceived hedonic benefit. We also verified that while the results of studies revealed preference-reversal phenomena in choice condition, this preference-reversal phenomenon could be mitigated by a gift-giving condition (vs. control). Conclusions This research provides empirical evidence on consumers' preference of products with form-function incongruity, and the mechanism and the boundary condition of form-function incongruity effects. Based on our research, we provide insights into designers and marketers who aim to use form-function incongruity to differentiate and evaluate their products more favorably.