Shape-Trait Consistency: The Matching Effect of Consumer Power State and Shape Preference

Area of Science:

• Consumer Psychology
• Sensory Marketing
• Behavioral Science

Background:

• Shape perception is crucial in product design and branding.
• Consumer psychological states, like power, can influence preferences.
• Understanding these influences aids in effective marketing and design.

Purpose of the Study:

• To investigate the effect of consumers' power state on shape preference.
• To determine if power influences preference for angular versus rounded shapes.
• To explore the underlying psychological mechanisms of this preference.

Main Methods:

• Four empirical studies were conducted.
• Varying research methods, objects, and experimental materials were used.
• Consumer power states were manipulated to assess shape preferences.

Main Results:

• Consumers in a high-power state showed a greater preference for angular shapes compared to rounded shapes.
• This preference was more pronounced than in consumers experiencing lower power.
• The preference for angular shapes was linked to the expression of competence.

Conclusions:

• Consumers' power state significantly influences their preference for product shapes.
• Angular shapes are favored by high-power consumers for expressing competence.
• Findings offer insights for visual design, branding, and advertisement development.