Is all that glitters gold? : the effect of product glossiness on consumer judgments

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.