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



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