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.
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.
Taehoon Park, University of South Carolina, USA
Junghan Kim, Singapore Management University, Singapore
NA - Advances in Consumer Research Volume 46 | 2018
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