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

Author

Listed:
  • Togawa, Taku
  • Ishii, Hiroaki
  • Park, Jaewoo
  • Roy, Rajat

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.

Suggested Citation

  • Togawa, Taku & Ishii, Hiroaki & Park, Jaewoo & Roy, Rajat, 2018. "When Does Perceived Hardness Affect Consumers' Judgments: A Conceptual Replication of Krishna and Morrin (2008)," Journal of Marketing Behavior, now publishers, vol. 3(3), pages 241-249, December.
    • Handle: RePEc:now:jnljmb:107.00000051
    DOI: 10.1561/107.00000051
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