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.
Togawa, T., Ishii, H., Park, J., & Roy, R. (2018). When Does Perceived Hardness Affect Consumers’ Judgments: A Conceptual Replication of Krishna and Morrin (2008). Journal of Marketing Behavior, 3(3), 241-249. https://doi.org/10.1561/107.00000051