Measures the degree to which a consumer perceives a product to be designed for effective functional performance, specifically how well it appears capable of doing what it is intended to do. The scale captures inferences about a product's utility and competence based solely on its appearance.
Full scale items shown. Always cite the original source when using this scale in research.
One of three companion scales developed by Homburg, Schwemmle & Kuehnl (2015), alongside the aesthetic (ID 649) and symbolic dimensions. Developed using the same rigorous multi-study procedure described for the aesthetic scale. Items use a stem-completion format ('The product...') with a 5-point Likert scale. Construct reliabilities were .95, .91, and .86 across Studies 1, 2, and 3. AVEs were .86, .78, and .68, all exceeding the conventional .50 threshold. EFA/CFA supported factor structure and discriminant validity was established relative to companion scales. Respondents were instructed to assess the product 'only from looking at it', so all judgements are based on visual cues rather than actual use experience.
Homburg, C., Schwemmle, M., & Kuehnl, C. (2015). New product design: Concept, measurement, and consequences. Journal of Marketing, 79(3), 41-56.
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