When Appearance Outweighs Function: Collectivism and Preferences for AI Design

This study examines whether cultural values shape the relative weight consumers place on appearance versus functionality in artificial intelligence (AI) adoption. We propose that collectivism heightens sensitivity to AI appearance, as visual design signals cultural congruence and social approval, shaping trust in AI.Using a multi-method approach, Study 1 analyzes a province-level panel dataset of AI patents of China (2007–2023), finding that regions with stronger collectivist traditions allocate a significantly higher share of AI innovation to design patents relative to function-oriented patents. Study 2 experimentally shows that collectivist orientation enhances trust in culturally congruent AI designs throughperceived cultural congruence and anticipated social approval. These findings demonstrate that consumers from different cultural backgroundssystematically differ in how they weight functional versus appearance-related cues in AI acceptance. Practically,firms should align AI visual design with local cultural norms in collectivistic markets, and policymakersshould incorporate cultural resonance into technology governance. © 2026 Taylor & Francis Group, LLC.