Abstract
This study examines the perception of cognitive fluency of products in accordance with the Fluency Amplification Model. An experiment was conducted to compare the differences in product evaluations between two types of product representations, a tangible product and an image thereof, each assigned to a different group of participants. The results showed that although there were no significant differences between the image and real product groups, the “image” group exhibited a higher mean value for a greater number of variables, with the “real object” group having fewer variables with a higher discrepancy in mean values. The results suggest that individuals tend to have a stronger perception of the product after physically interacting with it rather than simply observing its image. The image appeared to increase fluency in affective aspects, while the real product appears to increase fluency in cognitive aspects. These findings provide a promising direction for future research to further investigate the comparison of designs’ representation forms on perception fluency.