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 MoreFeatured
Anticipated Interpersonal Feedback Reshapes Other-oriented Intertemporal Choices
Adelle Xue Yang, National University of Singapore, Singapore
Oleg Urminsky, University of Chicago, USA
Featured
Love is Blind: How Sensory Liking Impacts Perceptions of Unbranded Products
Jennifer L Stoner, University of North Dakota
Maria A Rodas, University of Minnesota, USA
Featured
System Justification and the Preference for Atavistic Products
Minju Han, Yale University, USA
George Newman, Yale University, USA