The Effects of Glossy Versus Matte Imagery on Consumers’ Decision Making

Three studies collectively suggest that the use of glossy imagery in advertising, because of its embodied meaning of easygoingness, could increase consumers’ optimistic perception of target consumption, thereby enhancing purchase intention. The studies also show that priming either the danger of slipperiness or optimistic orientation may attenuate the effects.



Citation:

Yoonho Jin and Amitava Chattopadhyay (2018) ,"The Effects of Glossy Versus Matte Imagery on Consumers’ Decision Making", in NA - Advances in Consumer Research Volume 46, eds. Andrew Gershoff, Robert Kozinets, and Tiffany White, Duluth, MN : Association for Consumer Research, Pages: 943-943.

Authors

Yoonho Jin, INSEAD, Singapore
Amitava Chattopadhyay, INSEAD, Singapore



Volume

NA - Advances in Consumer Research Volume 46 | 2018



Share Proceeding

Featured papers

See More

Featured

Conjuring Creativity: The Impact of Fear

Ilgım Dara Benoit, Appalachian State University
Elizabeth Miller, University of Massachusetts, USA

Read More

Featured

When Small Predicts Large: The Effect of Initial Small Contributions on Subsequent Contributions in a Crowdfunding Project

Tingting Fan, Chinese University of Hong Kong, China
Leilei Gao, Chinese University of Hong Kong, China
Yael Steinhart, Tel Aviv University, Israel

Read More

Featured

F7. Mere Packaging and Consumer Choice

Tim Philipp Doering, University of Michigan, USA
Katherine Burson, University of Michigan, USA
Andrew D Gershoff, University of Texas at Austin, USA

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.