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 Effects of Being Time Poor and Time Rich on Happiness

Marissa Sharif, University of Pennsylvania, USA
Cassie Mogilner, University of California Los Angeles, USA
Hal Hershfield, University of California Los Angeles, USA

Read More

Featured

F6. Can CSR Save a Firm From a Crisis? A Role of Gratitude in the Buffering Effect of CSR on Consumer Vindictive Behavior.

Junghyun Kim, NEOMA Business School
Taehoon Park, University of South Carolina, USA
Myungsuh Lim, Sangji University

Read More

Featured

If No One Saw It on Instagram, Was It Any Good? Examining Received Attention as a Social Benefit of Experiential Consumption

Matthew J Hall, University of Nebraska-Lincoln
Jamie D. Hyodo, University of Nebraska-Lincoln

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.