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.


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.


Sumitra Auschaitrakul, University of the Thai Chamber of Commerce, Thailand
Dan King, University of Texas Rio Grande Valley, USA


NA - Advances in Consumer Research Volume 48 | 2020

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