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 Journey That Makes Us: The Impact of Residential Mobility on Self-clarity and Consumer Motivation

Linying Sophie Fan, Hong Kong Polytechic University
Yajin Wang, University of Maryland, USA
Yuwei Jiang, Hong Kong Polytechic University

Read More

Featured

K4. Movie Reviews and their Sentiments: Evidence of a Bandwagon Effect in Individualistic Cultures

Subimal Chatterjee, SUNY Binghamton, USA
Ning Fu, SUNY Binghamton, USA
Qi Wang, SUNY Binghamton, USA

Read More

Featured

Inside Out: Product Essence is Perceived to be Concentrated in the Center of a Group of Products

Kunter Gunasti, Washington State University, USA
Noah VanBergen, University of Cincinnati, USA
Caglar Irmak, University of Miami, 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.