IDEAS home Printed from https://ideas.repec.org/p/iik/wpaper/581.html
   My bibliography  Save this paper

Not All Gold Glitters the Same: Unpacking Investment and Sentiment for Effective Persuasion to Drive Gold Monetization in India

Author

Listed:
  • Priya Narayanan

    (Indian Institute of Management Kozhikode)

Abstract

This research investigates the investment and sentiment associations of gold in India. A survey and experiments conducted with 566 gold consumers indicate that consumers strongly associate gold jewelry with sentiment and emotions, even as they associate gold bars with investment. We also show that a comparative presentation of the GMS vs. holding gold in the locker leads to greater attractiveness of the GMS rather than a standalone presentation of the GMS. Overall, our research presents implications for the GMS in terms of greater targeting of gold bars at least in the initial stages, and for persuasive communication of the GMS. This research also contributes to consumer research on possessions by examining consumer associations with respect to a ubiquitous possession that holds both monetary value and symbolic value.

Suggested Citation

  • Priya Narayanan, 2023. "Not All Gold Glitters the Same: Unpacking Investment and Sentiment for Effective Persuasion to Drive Gold Monetization in India," Working papers 581, Indian Institute of Management Kozhikode.
    • Handle: RePEc:iik:wpaper:581
    as

    Download full text from publisher

    File URL: https://iimk.ac.in/uploads/publications/IIMKWPS581MM202302.pdf
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Belk, Russell W, 1988. "Possessions and the Extended Self," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 15(2), pages 139-168, September.
    2. Gal Zauberman & Rebecca K. Ratner & B. Kyu Kim, 2009. "Memories as Assets: Strategic Memory Protection in Choice over Time," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 35(5), pages 715-728, September.
    3. Shiv, Baba & Fedorikhin, Alexander, 1999. "Heart and Mind in Conflict: The Interplay of Affect and Cognition in Consumer Decision Making," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 26(3), pages 278-292, December.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Rogelio Puente-Díaz & Judith Cavazos-Arroyo, 2022. "Experiential gifts and the construal of meaningful consumption episodes," Palgrave Communications, Palgrave Macmillan, vol. 9(1), pages 1-8, December.
    2. Leonhard K. Lades, 2012. "Impulsive Consumption and Reflexive Thought: Nudging Ethical Consumer Behavior," Papers on Economics and Evolution 2012-03, Philipps University Marburg, Department of Geography.
    3. Donald R. Lehmann & Jeffrey R. Parker, 2017. "Disadoption," AMS Review, Springer;Academy of Marketing Science, vol. 7(1), pages 36-51, June.
    4. Pezoldt, Kerstin & Kerl, Imke, 2007. "Emotionale Konsumentenentscheidungen: Worin sich Frauen und Männer unterscheiden," Ilmenauer Schriften zur Betriebswirtschaftslehre, Technische Universität Ilmenau, Institut für Betriebswirtschaftslehre, volume 5, number 52007.
    5. Aguirre, Elizabeth & Mahr, Dominik & Grewal, Dhruv & de Ruyter, Ko & Wetzels, Martin, 2015. "Unraveling the Personalization Paradox: The Effect of Information Collection and Trust-Building Strategies on Online Advertisement Effectiveness," Journal of Retailing, Elsevier, vol. 91(1), pages 34-49.
    6. Lee, Seonjeong Ally & Oh, Haemoon, 2017. "Sharing travel stories and behavioral outcomes: A case of travel," Tourism Management, Elsevier, vol. 62(C), pages 147-158.
    7. Wörfel, Philipp, 2021. "Unravelling the intellectual discourse of implicit consumer cognition: A bibliometric review," Journal of Retailing and Consumer Services, Elsevier, vol. 61(C).
    8. Joseph K. Goodman & Selin A. Malkoc & Brittney L. Stephenson, 2016. "Celebrate or Commemorate? A Material Purchase Advantage When Honoring Special Life Events," Journal of the Association for Consumer Research, University of Chicago Press, vol. 1(4), pages 497-508.
    9. Richard Schaefer & Raghunath Singh Rao & Vijay Mahajan, 2018. "Marketing Self-Improvement Programs for Self-Signaling Consumers," Marketing Science, INFORMS, vol. 37(6), pages 912-929, November.
    10. Lades, Leonhard K., 2014. "Impulsive consumption and reflexive thought: Nudging ethical consumer behavior," Journal of Economic Psychology, Elsevier, vol. 41(C), pages 114-128.
    11. Ünal Caner & Dursun Aslıhan & Caber Meltem, 2017. "A study of domestic honeymoon tourism in Turkey," European Journal of Tourism, Hospitality and Recreation, Sciendo, vol. 8(1), pages 65-74, May.
    12. Kim, Juran & Kang, Seungmook & Bae, Joonheui, 2022. "Human likeness and attachment effect on the perceived interactivity of AI speakers," Journal of Business Research, Elsevier, vol. 144(C), pages 797-804.
    13. Claudia Townsend & Darren DahlEditor & Page MoreauAssociate Editor, 2017. "The Price of Beauty: Differential Effects of Design Elements with and without Cost Implications in Nonprofit Donor Solicitations," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 44(4), pages 794-815.
    14. Allais, Olivier & Etilé, Fabrice & Lecocq, Sébastien, 2015. "Mandatory labels, taxes and market forces: An empirical evaluation of fat policies," Journal of Health Economics, Elsevier, vol. 43(C), pages 27-44.
    15. Shiri Melumad & Michel Tuan Pham & Darren W Dahl & Amna Kirmani & Peter R Darke, 2020. "The Smartphone as a Pacifying Technology [Diagnostic Instruments for Behavioural Addiction: An Overview]," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 47(2), pages 237-255.
    16. Leah Warfield Smith & Randall Lee Rose & Alex R. Zablah & Heath McCullough & Mohammad “Mike” Saljoughian, 2023. "Examining post-purchase consumer responses to product automation," Journal of the Academy of Marketing Science, Springer, vol. 51(3), pages 530-550, May.
    17. Rosenbaum, Mark S. & Ramirez, Germán Contreras & Campbell, Jeffrey & Klaus, Philipp, 2021. "The product is me: Hyper-personalized consumer goods as unconventional luxury," Journal of Business Research, Elsevier, vol. 129(C), pages 446-454.
    18. Huang, Youlin & Qian, Lixian, 2021. "Consumer adoption of electric vehicles in alternative business models," Energy Policy, Elsevier, vol. 155(C).
    19. Smith, Andrew N. & Fischer, Eileen & Yongjian, Chen, 2012. "How Does Brand-related User-generated Content Differ across YouTube, Facebook, and Twitter?," Journal of Interactive Marketing, Elsevier, vol. 26(2), pages 102-113.
    20. Bryan, Gharad & Karlan, Dean & Nelson, Scott, 2009. "Commitment Contracts," Working Papers 73, Yale University, Department of Economics.

    More about this item

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:iik:wpaper:581. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Sudheesh Kumar (email available below). General contact details of provider: https://edirc.repec.org/data/iikmmin.html .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.