Avoiding through glossiness and approaching through matte: The effect of visual finish on perceived product effectiveness
研究产品包装的光泽或哑光表面如何影响消费者对问题解决型产品的有效性感知，发现光泽适合问题回避型产品，哑光适合问题接近型产品。
Abstract This research examines whether, how, and why visual finish (i.e., whether a product/package is glossy or matte) can affect consumers' perceived effectiveness of problem‐solving products. Drawing on approach–avoidance goal pursuit theory, this work classifies problem‐solving products into problem‐approaching and problem‐avoiding ones according to their operation processes. A pilot study demonstrates that participants are more likely to choose a glossy finish over a matte one for a problem‐avoiding (vs. problem‐approaching) product. Studies 1 and 2 collectively find that glossy (vs. matte) finishes increase consumers' perceived effectiveness of a problem‐avoiding product while the reverse is true for a problem‐approaching product. Moreover, this effect is mediated by perceived trustworthiness of product function (Study 3). Studies 4–5 further document its consequential implications on willingness‐to‐pay (Study 4; incentive‐compatible paradigm) and consumers' actual ad clicks (Study 5; field study). The findings contribute to the visual finish, product effectiveness, and approach–avoidance goal pursuit literatures. They also have significant managerial implications on product appearance design.