Journal of Marketing Behavior > Vol 3 > Issue 3

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

Taku Togawa, Chiba University of Commerce, Japan, t-tgw@cuc.ac.jp Hiroaki Ishii, Seikei University, Japan, hishii@econ.seikei.ac.jp Jaewoo Park, Musashi University, Japan, j.park@cc.musashi.ac.jp Rajat Roy, Bond University, Australia, rroy@bond.edu.au
 
Suggested Citation
Taku Togawa, Hiroaki Ishii, Jaewoo Park and Rajat Roy (2018), "When Does Perceived Hardness Affect Consumers' Judgments: A Conceptual Replication of Krishna and Morrin (2008)", Journal of Marketing Behavior: Vol. 3: No. 3, pp 241-249. http://dx.doi.org/10.1561/107.00000051

Published: 11 Dec 2018
© 2018 T. Togawa, H. Ishii, J. Park and R. Roy
 
Subjects
Individual decision making,  Consumer Behavior
 

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In this article:
Introduction
Haptics and Construal Level
Experiment 1
Experiment 2
Discussion
References

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.

DOI:10.1561/107.00000051