Not All Gold Glitters the Same: Unpacking Investment and Sentiment for Effective Persuasion to Drive Gold Monetization in India

Priya Narayanan

No 581, Working papers from Indian Institute of Management Kozhikode

Abstract: This research investigates the investment and sentiment associations of gold in India. A survey and experiments conducted with 566 gold consumers indicate that consumers strongly associate gold jewelry with sentiment and emotions, even as they associate gold bars with investment. We also show that a comparative presentation of the GMS vs. holding gold in the locker leads to greater attractiveness of the GMS rather than a standalone presentation of the GMS. Overall, our research presents implications for the GMS in terms of greater targeting of gold bars at least in the initial stages, and for persuasive communication of the GMS. This research also contributes to consumer research on possessions by examining consumer associations with respect to a ubiquitous possession that holds both monetary value and symbolic value.

Pages: 21 pages
Date: 2023-05
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