Avoiding through glossiness and approaching through matte: The effect of visual finish on perceived product effectiveness

Huang, Yunhui; Song, Wenjing; Yang, Lu

doi:10.1002/mar.21764

Cited by 3 publications

(4 citation statements)

References 51 publications

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“…Thus, our results add to previous research on the individual differences affecting perceived credibility of information (Belanche et al, 2021;Granulo et al, 2021;Leung et al, 2018). Moreover, the results of Study 2b reveal that the above-mentioned effects extend to purchase intentions and actual behavior, as suggested by past research (Baek et al, 2010;Gaczek et al, 2023;Huang et al, 2023).…”

Section: Discussionsupporting

confidence: 86%

“…By extension, we expect that the lack of human reference for information provided by blockchain technology will negatively affect its credibility for individuals low in need for cognition. Moreover, past research suggests that enhancing perceived credibility can increase purchase intention (Baek et al, 2010) and actual behavior toward the recommended product (Gaczek et al, 2023; Huang et al, 2023). Building on the above, we hypothesize that:…”

Section: Theoretical Developmentmentioning

confidence: 99%

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Overcoming the blockchain technology credibility gap

Mazzù

Pozharliev

Andria

et al. 2023

Psychology and Marketing

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Blockchain technology has been designed to improve the transmission of transparent information across a variety of industries and products. Yet, consumers tend to perceive product information provided by blockchain technology (vs. humans) as less credible. As this may not apply to all consumers, it becomes critical for companies to understand how to improve blockchain perceived credibility. This work investigates how individual differences and marketing actions shape consumer responses to product information provided by blockchain technology (vs. humans).Four controlled experiments demonstrate that consumers perceive the information provided by blockchain technology (vs. humans) as having less credibility, which in turn decreases word-of-mouth and intention to share information about the product on social media (Study 1). This effect is stronger for consumers with lower need for cognition (Study 2a), which in turn affects willingness to buy and actual behavior (Study 2b). Providing social proof-that is, the number of satisfied customers who recommend blockchain technology-increases blockchain perceived credibility (Study 3). These insights deepen the understanding of how individual differences shape consumer's responses to product information provided by blockchain technology and offer actionable insights on how to boost technology credibility.

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Section: Discussionsupporting

confidence: 86%

Section: Theoretical Developmentmentioning

confidence: 99%

Overcoming the blockchain technology credibility gap

Mazzù

Pozharliev

Andria

et al. 2023

Psychology and Marketing

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“…, 2023); visual finish (i.e. product/package is glossy or matte) and consumers' perceived effectiveness of problem-solving products (Huang et al. , 2023); and label vignettes (i.e.…”

Section: Discussionmentioning

confidence: 99%

Placebo effect in food marketing: young consumers' perception of food healthiness and tastiness in reduced-sugar labeling

Huang,

Song,

Liu

et al. 2024

APJML

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PurposeThe purpose of this study is to provide a nuanced understanding of the marketing placebo effect (MPE) of products with reduced sugar labeling and how it forms certain perceptual underpins (perceived healthiness (PH) and perceived tastiness (PT)), with the potential effect of product category and social class in consideration.Design/methodology/approachThe proposed model is tested using a sample of 822 participants by employing partial least squares structural equation modeling (PLS-SEM). Hypothetical relationships among MPE, PH, PT, purchase intention (PI) and social class are examined for both hedonic and utilitarian products.FindingsThe results highlight the positive role of MPE in leveraging consumer PI through the parallel mediation of PH and PT. The positive effect of MPE on PH and PT was more pronounced for the utilitarian product. In addition, social class negatively moderated the relationship between PH and PI only in the case of the utilitarian product.Originality/valueThis paper contributed to the MPE literature in the food industry by challenging the conventional intuition of “Unhealthy = Tasty” and highlighting the potential of perceived food healthiness to positively influence perceived food tastiness under the effect of MPE. An upper social class would attenuate the positive effect of perceived food healthiness on PI.

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“…The DV for this study was a choice across two T‐shirts: an ecofriendly (prosocial variant) versus a comfort T‐shirt (nonprosocial variant). The choice in this study had an incentive consequential element, the participants were informed that a few randomly selected participants would have a chance to get the coupon for the T‐shirt they chose (for a similar design, see Huang et al, 2023). Both prosocial and non‐prosocial variants of T‐shirts were priced at $14.…”

Section: Research Overviewmentioning

confidence: 99%

From discomfort to desirable: The effect of embarrassment on prosocial consumption

Sangwan,

Maity,

Tripathi

et al. 2024

Psychology and Marketing

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Embarrassment plays a pivotal role in the consumer landscape by significantly influencing consumers' purchase and consumption experiences. While marketing scholarship has primarily focused on the undesirable facets of embarrassment, the present research examines the positive outcomes of embarrassment for consumers, firms, and the environment. Based on costly signaling theory, this research seeks to determine the effect of embarrassment on consumer preferences toward prosocial products. Using six experimental studies (including one in the Supporting Information: Appendix), we demonstrate that embarrassment positively influences the purchase intention for environment‐friendly and sustainable products. Using lab and consequential studies, we show that the motivation to repair the social image mediates the effect of embarrassment on prosocial product preference. We also identify that public self‐consciousness moderates this effect, such that embarrassed individuals with high (vs. low) public self‐consciousness exhibit higher prosocial product preference. We also show that our core predictions on the effect of embarrassment on prosocial products is contingent upon the social context, such that embarrassment leads to enhanced intentions to repair social image and prosocial product preference in public but not in private purchase context. The results hold for various product categories. The findings contribute to a greater theoretical understanding of embarrassment by revealing a prosocial facet of the phenomenon.

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Avoiding through glossiness and approaching through matte: The effect of visual finish on perceived product effectiveness

Cited by 3 publications

References 51 publications

Overcoming the blockchain technology credibility gap

Overcoming the blockchain technology credibility gap

Placebo effect in food marketing: young consumers' perception of food healthiness and tastiness in reduced-sugar labeling

From discomfort to desirable: The effect of embarrassment on prosocial consumption

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