| Author: | Song, Jiaqi Flora |
| Title: | Is all that glitters gold? : the effect of product glossiness on consumer judgments |
| Advisors: | Gorn, Gerald (MM) Jiang, Yuwei (MM) |
| Degree: | Ph.D. |
| Year: | 2019 |
| Subject: | Hong Kong Polytechnic University -- Dissertations Product design Consumers' preferences Consumer behavior |
| Department: | Department of Management and Marketing |
| Pages: | viii, 111 pages : color illustrations |
| Language: | English |
| 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. |
| Rights: | All rights reserved |
| Access: | open access |
Files in This Item:
| File | Description | Size | Format | |
|---|---|---|---|---|
| 991022289510403411.pdf | For All Users | 3.55 MB | Adobe PDF | View/Open |
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