How Matte Product Surface Enhances Perceived Durability

Prior literature has shown that different perceptual qualities can be inferred from object surface features. Extending prior work, we propose reflected light on surface (glossy vs. matte) as an inferential cue that can shape product quality. Across three studies, we show that matte (vs. glossy) product surface enhances perceived durability.



Citation:

Taehoon Park and Junghan Kim (2018) ,"How Matte Product Surface Enhances Perceived Durability", in NA - Advances in Consumer Research Volume 46, eds. Andrew Gershoff, Robert Kozinets, and Tiffany White, Duluth, MN : Association for Consumer Research, Pages: 944-944.

Authors

Taehoon Park, University of South Carolina, USA
Junghan Kim, Singapore Management University, Singapore



Volume

NA - Advances in Consumer Research Volume 46 | 2018



Share Proceeding

Featured papers

See More

Featured

The Quantity Integration Effect: Integrating Purchase and Quantity Decisions Increases Sales by Providing Closure

Kristen Duke, University of California San Diego, USA
On Amir, University of California San Diego, USA

Read More

Featured

The “Break-in” Effect: A Token Gesture Can Increase Task Initiation and Prevent Goal Abandonment

Adelle Xue Yang, National University of Singapore, Singapore
Babu Gounder, University of Miami, USA
Rajesh Bagchi, Virginia Tech, USA

Read More

Featured

F3. The Dark Side of Happy Brands: A Case Study of Newport Cigarette Advertising

Timothy Dewhirst, University of Guelph, Canada
Wonkyong Beth Lee, Western University, Canada

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.