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Department:Department of Management and Marketingen_US
Author:Song, Jiaqi Flora-
URI:https://theses.lib.polyu.edu.hk/handle/200/10263-
dc.descriptionSupervisors : Gorn, Gerald (MM) ; Jiang, Yuwei (MM)en_US
Language:Englishen_US
Title:Is all that glitters gold? : the effect of product glossiness on consumer judgmentsen_US
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.en_US
Pages:viii, 111 pages : color illustrationsen_US
Year:2019en_US
Degree:Ph.D.en_US
Degree:All Doctorateen_US
Subject:Hong Kong Polytechnic University -- Dissertationsen_US
Subject:Product designen_US
Subject:Consumers' preferencesen_US
Subject:Consumer behavioren_US
Access:open accessen_US

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