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.
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.
Yoonho Jin, INSEAD, Singapore
Amitava Chattopadhyay, INSEAD, Singapore
NA - Advances in Consumer Research Volume 46 | 2018
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