Soul Inside the Machine: Product Morphology Influences Consumer Valuation
Many products, such as luxury wristwatches, have a “creviced morphology,” with a crevice bored into the product structure. We demonstrate the “crevice effect,” in which products with a crevice (versus without) elicit a higher valuation, underpinned by increased perceptions of a high level of materialized expression.
Citation:
Sumitra Auschaitrakul and Dan King (2020) ,"Soul Inside the Machine: Product Morphology Influences Consumer Valuation", in NA - Advances in Consumer Research Volume 48, eds. Jennifer Argo, Tina M. Lowrey, and Hope Jensen Schau, Duluth, MN : Association for Consumer Research, Pages: 1208-1208.
Authors
Sumitra Auschaitrakul, University of the Thai Chamber of Commerce, Thailand
Dan King, University of Texas Rio Grande Valley, USA
Volume
NA - Advances in Consumer Research Volume 48 | 2020
Share Proceeding
Featured papers
See MoreFeatured
Marketing’s Ethical Blind Spot: The Problem with Catering to Customer Preferences
Suneal Bedi, University of Pennsylvania, USA
Sonu Bedi, Dartmouth College, USA
Featured
Stigma at Every Turn: Exploring Bi+ Consumer Experiences
Abigail Jean Nappier Cherup, University of Nebraska-Lincoln
Andre F. Maciel, University of Nebraska-Lincoln
Featured
Is Congruity Desirable for Brand Extensions? A Conceptual and Meta-Analytic Review
Qian (Claire) Deng, University of Prince Edward Island
Paul Richard Messinger, University of Alberta, Canada