When designing their products, companies try to employ shapes that are both emotionally appealing and compatible with the brand's image. One way to accomplish these aims is to anthropomorphize a product's appearance. The current research investigates how people decode emotional “facial” expressions from product shapes and how this affects liking of the design, using three studies in the domain of cars and one in the domain of cellular phones. In accordance with theories on the perception of human faces, the first study shows that perception of friendliness is limited to the grille (mouth), while aggressiveness can be communicated with both grille and headlights (eyes). The next study examines the best-liked combination of these two emotional expressions and finds that consumers prefer the combination of an upturned (friendly) grille with slanted (aggressive) headlights. The authors further explain this finding on a process level by showing that this combination triggers a positive affective state of both high pleasure and arousal. The third study validates the results with automobile sales data, and a fourth study extends the findings to another product category.

Automotive sales forecasts traditionally focus on predictors such as advertising, brand preference, life cycle position, retail price, and technological sophistication. The quality of the cars' design is, however, an often-neglected variable in such models. We show that incorporating objective measures of design prototypicality and design complexity in sales forecasting models improves their prediction by up to 19%. To this end, we professionally photographed the frontal designs of 28 popular models, morphed the images, and created objective prototypicality (car-to-morph Euclidian proximity) and complexity (size of a compressed image file) scores for each car. Results show that prototypical but complex car designs feel surprisingly fluent to process, and that this form of surprising fluency evokes positive gut reactions that become associated with the design and positively impact car sales. It is important to note that the effect holds for both economy (functionality oriented) and premium (identity oriented) cars, as well as when the above-mentioned traditional forecasting variables are considered. These findings are counter to a common intuition that consumers like unusual–complex designs that reflect their individuality or prototypical–simple designs that are functional.

Slow motion is a popular video editing tool used to enhance short-form videos (e.g., reels, stories, GIFs), which are commonly found in media entertainment and marketing communications. This research shows that slow motion increases the virality (e.g., likes, votes, views) of short-form videos and boosts brand liking, choice, and willingness to pay. The effect occurs because slow motion enhances the hedonic component of the viewing experience via processing fluency. By documenting how the success of slow motion is subject to moderators, this work shows marketers, entertainment producers, and everyday people how to use slow motion more effectively. Across a large-scale field data set and six experiments, the authors highlight that slow motion is especially effective when applied to short-form videos that are inherently pleasant and that involve complex movements that are difficult to perceive at regular speed. However, even simple movements benefit from slow motion when content creators zoom in on subtle movements to increase complexity. Moreover, slow motion is more effective when viewers engage in less elaborate processing. Finally, the authors show that the perceived disfluency of fast-motion editing is effective at boosting brand evaluations when viewers desire excitement.

While there is an ample amount of consumer behavior research that recruits processing fluency as an explanatory construct, the question how to best measure the fluency experience has received little attention. Therefore, there is a lack of consistency in measuring the construct, particularly with regard to the use of single‐item versus multi‐item measures. The current research, thus, aims to investigate how processing fluency can be consistently measured across different experimental fluency manipulations and which type of measure has the highest validity. Based on classic scale development procedures, we propose a reliable and valid multi‐item measure and compare this measure against a single‐item measure in terms of predictive validity. We show that both measures mediate the effect of five established fluency manipulations and that the single‐item measure is sufficient. In addition to providing a measure for future research that can be adapted to different empirical settings, we provide empirical evidence on the replicability of fluency effects and on the theoretical conjecture that people have a uniform fluency experience across different manipulations of fluency.