When Does Perceived Hardness Affect Consumers' Judgments: A Conceptual Replication of Krishna and Morrin (2008)

Taku Togawa, Hiroaki Ishii, Jaewoo Park and Rajat Roy

Journal of Marketing Behavior, 2018, vol. 3, issue 3, 241-249

Abstract: Drawing on the construal level theory, we replicated and extended Krishna and Morrin's (2008) finding that consumers evaluate water quality to be higher when they drink from a hard cup. The results of our two experiments showed that when they touched a hard object, consumers tended to judge a product as of higher quality when they imagined a near future goal. Conversely, the hardness had no association in the distant future condition.

Keywords: Individual decision making; Consumer Behavior (search for similar items in EconPapers)
Date: 2018
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Persistent link: https://EconPapers.repec.org/RePEc:now:jnljmb:107.00000051

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