1-K: the Impact of Visual Glossiness on Psychological Newness and Product Judgment
Two studies in this research show that consumers have more favorable evaluations of products with a glossy, as opposed to a matte, surface. In addition, this effect is found to be driven by the heightened psychological newness of products with a glossy appearance.
Jiaqi Song, Yuwei Jiang, and Gerald J. Gorn (2017) ,"1-K: the Impact of Visual Glossiness on Psychological Newness and Product Judgment", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 1060-1060.
Jiaqi Song, Hong Kong Polytechnic University, Hong Kong
Yuwei Jiang, Hong Kong Polytechnic University, Hong Kong
Gerald J. Gorn, Hong Kong Polytechnic University, Hong Kong
NA - Advances in Consumer Research Volume 45 | 2017
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