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

A Salience Theory of Three Novel Exposure Effects

Kellen Mrkva, Columbia University, USA
Leaf Van Boven, University of Colorado, USA

Read More

Featured

How Framing Donor Match as Collaboration Impacts Donation: The Importance of In-Context Field Experiments In Fundraising

Indranil Goswami, SUNY Buffalo
Oleg Urminsky, University of Chicago, USA

Read More

Featured

Paper Box or Plastic bag? Structural Package Design Elements Affect Health Perception and Consumption.

Joyce De Temmerman, Ghent University, Belgium
Iris Vermeir, Ghent University, Belgium
Hendrik Slabbinck, Ghent University, Belgium

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.