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Welcome to Revise and Resubmit 🎙️ where today we unwrap a sparkling idea: how shine shapes choice, and how your eyes buy before your wallet does.

Tonight’s feature ✨ “The Glossy Premium: Effects of Product Glossiness on Consumer Judgments of First-Hand and Second-Hand Products” by Jiaqi (Flora) Song, Linying (Sophie) Fan, and Yuwei Jiang. Published online 📅 18 September 2025 in the prestigious Journal of Marketing—an FT50 Journal 🏆—from SAGE Publications 🏷️.

Six studies. Some fast. Some deep. Lab and online 🧪. Together, they sing one refrain: gloss beats matte in both first-hand and second-hand markets 💿🛍️. But the melody shifts with context. In the first-hand aisle, gloss whispers recency—fresh, just-made, right-now ⏱️. In the second-hand aisle, gloss suggests pristineness—clean, cared-for, kept safe 🧼. And then come the switch-ups: for time-enhanced products—things that get better with age like a cast-iron pan, raw denim, or a vintage violin—gloss can flip the effect in the first-hand market ⌛️. Give shoppers diagnostic usage details in second-hand listings—mileage, repair logs, condition grades—and the glossy advantage fades 🔎.

For marketers and makers, this is a toolkit: design choices, photo styles, refurbish cues, and resale storytelling that align shine with brand consistency and preference uplift ⚙️📸♻️. If you’re staging the new, let gloss speak “now.” If you’re curating the used, let gloss prove “still pristine.”

Before we dive in, hit subscribe to Revise and Resubmit on Spotify 🎧, and catch the visuals on our YouTube channel Weekend Researcher ▶️. We’re also on Amazon Prime and Apple Podcast 📲. And as we thank Jiaqi (Flora) Song, Linying (Sophie) Fan, and Yuwei Jiang—and SAGE Publications—for this FT50 Journal of Marketing gem, here’s our question: when shine signals newness in one aisle and pristineness in the next, what exactly are your eyes buying before your wallet does❓

Reference

Song, J. (Flora), Fan, L. (Sophie), & Jiang, Y. (2025). The Glossy Premium: Effects of Product Glossiness on Consumer Judgments of First-Hand and Second-Hand Products. Journal of Marketing, 0(ja). https://doi.org/10.1177/00222429251383926

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