Effects of Visual-Auditory Incongruity on Product Expression and Surprise

Geke D.S. Ludden, Hendrik N.J. Schifferstein

Product experience is influenced by information from all the senses. Our experiments provide insight into how sounds contribute to the overall experience of a product's expression. We manipulated the sounds of dust busters and juicers so that they either did or did not fit the expressions of the products' appearances. In some, but not all cases, we found an inverse relationship between the degree-of-fit of a sound and the degree of surprise evoked. Furthermore, we found in some cases that the expression of a product's sound influenced the overall expression of that product.