Given the challenges and costs of implementing high sensory congruence, this article examines whether all sensory attributes, such as product color and ambient music, must match a product's primary function to ensure favorable product evaluation or whether a match of only some sensory attributes is sufficient. For this purpose, we consider multiple sensory attributes and their fit with a product's primary function in terms of key semantic associations. In contrast with approaches that focus on a single sensory attribute and its fit with a product's primary function, this approach allows investigating the impact not only of high versus low sensory attributes–function congruence but also of partial sensory attributes–function congruence. We conduct three experimental studies in online and field settings and two product settings (cooling and heating pads) that consider sensory attributes at the product and ambience level across the senses of vision, smell, and hearing. Our findings show that depending on its type, partial sensory attributes–function congruence can lead to favorable product evaluation similar to high sensory attributes–function congruence or unfavorable product evaluation similar to low sensory attributes–function congruence. Thus, sensory attributes–function congruence has non-linear degressive or progressive positive effects on product evaluation. Overall, these findings indicate that if properly designed, a match of only selected sensory attributes with a product's primary function can indeed lead to sufficiently favorable product evaluation and, thus, help avoiding unnecessary effort in implementing high sensory congruence.

鉴于实施高感官一致性的挑战和成本，本文研究了所有感官属性（例如产品颜色和环境音乐）是否都必须与产品的主要功能相匹配以确保获得良好的产品评价，还是仅匹配某些感官属性就足够了。为此，我们考虑了多种感官属性以及它们在关键语义关联方面与产品主要功能的契合度。与专注于单一感官属性及其与产品主要功能的匹配的方法相比，这种方法不仅可以调查高与低感官属性（功能一致性）的影响，还可以调查部分感官属性（功能一致性）的影响。我们在在线和现场设置以及两个产品设置（冷却和加热垫）中进行了三项实验研究，这些研究考虑了产品和环境层面的感官属性，包括视觉、嗅觉和听觉。我们的研究结果表明，根据其类型，部分感官属性 - 功能一致性可以导致类似于高感官属性 - 功能一致性的有利产品评估或类似于低感官属性 - 功能一致性的不利产品评估。因此，感官属性-功能一致性对产品评估具有非线性递减或递进的积极影响。总的来说，这些发现表明，如果设计得当，仅将选定的感官属性与产品的主要功能相匹配，确实可以产生足够有利的产品评价，因此，