The shape of money: The impact of financial resources on product shape preference

Yuwei Jiang, Lei Su, Rui Zhu

    Research output: Contribution to journalJournal articlepeer-review

    10 Citations (Scopus)

    Abstract

    We examine the effects of financial resources on product shape preference. Two field studies and one laboratory experiment show that consumers who have (or believe they have) more financial resources exhibit more favorable attitudes toward angular product shapes than their poorer peers. Financial resources, however, do not influence consumers’ preference for circular products. The implications of these findings for transformative consumer research are discussed.

    Original languageEnglish
    Pages (from-to)436-445
    Number of pages10
    JournalJournal of the Association for Consumer Research
    Volume4
    Issue number4
    DOIs
    Publication statusPublished - 1 Oct 2019

    Scopus Subject Areas

    • Applied Psychology
    • Economics and Econometrics
    • Marketing

    Fingerprint

    Dive into the research topics of 'The shape of money: The impact of financial resources on product shape preference'. Together they form a unique fingerprint.

    Cite this