Is All That Glitters Gold? the Effect of Product Surface Glossiness on Consumer Judgments
Five experiments demonstrate that consumers show more favorable attitudes toward products with a glossy, as opposed to a matted, surface. This effect is driven by the heightened psychological newness of glossy products, and moderated by priming of the inconsistent association, feelings of nostalgia, and durability concerns among consumers.
Jiaqi SONG, Yuwei Jiang, and Gerald J. Gorn (2018) ,"Is All That Glitters Gold? the Effect of Product Surface Glossiness on Consumer Judgments", in NA - Advances in Consumer Research Volume 46, eds. Andrew Gershoff, Robert Kozinets, and Tiffany White, Duluth, MN : Association for Consumer Research, Pages: 798-799.
Jiaqi SONG, Hong Kong Polytechic University
Yuwei Jiang, Hong Kong Polytechic University
Gerald J. Gorn, Hong Kong Polytechic University
NA - Advances in Consumer Research Volume 46 | 2018
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