Rough is durable, smooth is user-friendly: Effects of surface visual roughness on consumers’ perception and product preference

Several studies have shown that the appearance of a product greatly affects how consumers perceive it. However, limited research has focused on the specific influence of surface characteristics, particularly surface roughness. This study reveals that product surfaces that look rough (smooth) can shape consumers' perceptions of durability (user-friendliness), which could impact their decisions when making purchases. Study 1a uses an implicit association test to confirm that consumers do mentally associate these characteristics with products. In Study 1b, we offer concrete evidence of this effect through experimental manipulations. Study 2 identifies perceived heaviness as the explanatory mechanism behind this influence. Study 3 explores how claims of lightweight can moderate the impact of surface roughness on consumers’ perceptions. Our findings suggest that consumers who value durability (user-friendliness) are more likely to buy products with rough (smooth) surfaces, as shown in Studies 4a and 4b. • Rough (smooth) surfaces increase perceived durability (user-friendliness). • Surface roughness impacts heaviness perception. • Surface roughness effects on perceived durability and user-friendliness weaken with a lightweight claim. • Consumers valuing durability (user-friendliness) prefer products with rough (smooth) surfaces.