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.
Citation:
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.
Authors
Jiaqi SONG, Hong Kong Polytechic University
Yuwei Jiang, Hong Kong Polytechic University
Gerald J. Gorn, Hong Kong Polytechic University
Volume
NA - Advances in Consumer Research Volume 46 | 2018
Share Proceeding
Featured papers
See MoreFeatured
O6. Be Aware of Your Suspicion: When “Being Suspicious” Ironically Leads to Suboptimal Judgment- and Decision-Making
Julie Verstraeten, Ghent University, Belgium
Tina Tessitore, INSEEC Business School, France
Maggie Geuens, Ghent University, Belgium
Featured
P3. Cash Costs You: The Pain of Holding
J Zenkic, University of Melbourne, Australia
Kobe Millet, Vrije Universiteit Amsterdam
Nicole Mead, University of Melbourne, Australia
Featured
C8. Can Packaging Imagery Fill Your Stomach? Effects of Product Image Location on Flavor Richness, Consumption Quantity, and Subsequent Choice
Taku Togawa, Chiba University of Commerce
Jaewoo Park, Musashi University
Hiroaki Ishii, Seikei University
Xiaoyan Deng, Ohio State University, USA