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

Yuwei Jiang, Lei SU, Rui Zhu

Research output: Contribution to journalArticlepeer-review

5 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

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