Innovative glossiness and traditional matteness: Impact of product surface on consumer perception and evaluation

Ying Ding () and Zhi Zhou ()
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Ying Ding: Renmin University of China
Zhi Zhou: Renmin University of China

Marketing Letters, 2025, vol. 36, issue 3, No 8, 417-431

Abstract: Abstract Marketers strive to communicate product innovativeness to consumers, but how to enhance consumers’ perceived product innovativeness remains a mystery. This research explores how and why product surface (glossy vs. matte) affects consumers’ perceived product innovativeness and their subsequent responses to the product. Across four studies, this research establishes an “glossy = innovative” association (Study 1), such that consumers perceive glossy products as more innovative than their matte counterparts. Subsequently, due to the enhanced innovativeness perception, glossy (vs. matte) products can win more favourable consumer evaluation (Study 2) and its impact will be attenuated for brands with a highly innovative (vs. control) brand image (Study 3). Moreover, this effect will further affect customer targeting: consumers perceive glossy (vs. matte) products as more suitable for youthful (vs. mature) consumers (Study 4). These findings contribute to the literature on product design, product innovativeness, and lay theory, and provide actionable implications for marketers.

Keywords: Product surface; Perceived innovativeness; Lay theory; Associative network theory; Target customer (search for similar items in EconPapers)
Date: 2025
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DOI: 10.1007/s11002-025-09765-7

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