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

The Impact of Previews on the Enjoyment of Multicomponent Multimedia Experiences

Jayson S. Jia, University of Hong Kong
Baba Shiv, Stanford University, USA

Read More

Featured

Di$tance

Evan Polman, University of Wisconsin - Madison, USA
Sam J. Maglio, University of Toronto Scarborough

Read More

Featured

Attentional Breadth Affects In-store Exploration and Unplanned Purchasing

Mathias Clemens Streicher, University of Innsbruck, Austria
Zachary Estes, Bocconi University, Italy
Oliver B. Büttner, University of Duisburg-Essen

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.