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
R10. Emotional-Transference or Exclusivity? an Emotional Attachment Approach to Brand Extension for Cultural and Creative Products
Wu Zhiyan, Shanghai University of International Business and Economics
Luo Jifeng, Shanghai Jiao Tong University
Liu Xin, Shanghai University of International Business and Economics
Featured
Metaphorically Transgressing the Brand Relationship
Alberto Lopez, Tecnológico de Monterrey, MEXICO
Martin Reimann, University of Arizona, USA
Raquel Castaño, Tecnológico de Monterrey, MEXICO
Featured
When Taking Action Means Accepting Responsibility: Omission Bias Predicts Reluctance to Vaccinate Due to Greater Anticipated Culpability for Negative Side Effects
Gary Sherman, Stony Brook University
Stacey R Finkelstein, Stony Brook University
Beth Vallen, Vilanova University, USA
Paul M Connell, Stony Brook University
Kristen Feemster, Vaccine Education Center at Children’s Hospital of Philadelphia and University of Pennsylvania, Perelman School of Medicine, USA