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Title: Is all that glitters gold? : the effect of product glossiness on consumer judgments
Authors: Song, Jiaqi Flora
Advisors: Gorn, Gerald (MM)
Jiang, Yuwei (MM)
Keywords: Product design
Consumers' preferences
Consumer behavior
Issue Date: 2019
Publisher: The Hong Kong Polytechnic University
Abstract: This research examines how and why the visual glossiness of a product influences consumer product attitudes. Seven studies demonstrate that consumers generally have more favorable attitudes toward products with a glossy, as opposed to a matte, surface. This effect is driven by the heightened impression of newness for glossy products and is therefore more salient among consumers with a higher dispositional newness-seeking inclination. In addition, the effect of product glossiness on product attitudes was diminished or reversed when the mental association (i.e., "glossy = new") was challenged, when nostalgic feelings were induced, and when product durability became a primary concern. This research makes contributions in advancing knowledge on product glossiness, visual marketing, and consumer behavior. At the same time, it provides managerial implications for designing products consistent with the brand image of classic versus novel.
Description: viii, 111 pages : color illustrations
PolyU Library Call No.: [THS] LG51 .H577P MM 2019 Song
Rights: All rights reserved.
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