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

Taku Togawa, Hiroaki Ishii, Jaewoo Park, Rajat Roy

Research output: Contribution to journalArticleResearchpeer-review

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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.
Original languageEnglish
Pages (from-to)241-249
Number of pages9
JournalJournal of Marketing Behavior
Issue number3
Publication statusPublished - 11 Dec 2018


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