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Published on: March 18, 2019
The shape of time: How temporal landmarks influence shape preference.
Huijie Zhu1, Shichang Liang1, Wenrong Chen1
1School of Business, Guangxi University, Nanning, China.
Summary
Temporal landmarks influence shape preferences. Start landmarks favor angular shapes, while end landmarks favor circular shapes, mediated by ego depletion and moderated by temporal orientation.
Area of Science:
- Cognitive Psychology
- Consumer Behavior
- Neuroscience
Background:
- Previous research on shape preferences often lacked temporal context.
- Understanding how time influences aesthetic choices is crucial for marketing and design.
Purpose of the Study:
- To investigate the impact of temporal landmarks on shape preferences (angular vs. circular).
- To explore the mediating role of ego depletion and moderating role of temporal orientation in this relationship.
Main Methods:
- Three experiments were conducted manipulating temporal landmarks (start vs. end) across different time scenarios.
- Participants' preferences for 2D and 3D angular and circular shapes were assessed.
- Mediating (ego depletion) and moderating (temporal orientation) effects were analyzed.
Main Results:
- Individuals at start temporal landmarks preferred angular shapes; those at end landmarks preferred circular shapes.
- This effect was mediated by ego depletion.
- Temporal orientation moderated the findings, with future-oriented individuals showing opposite preferences.
Conclusions:
- Temporal landmarks significantly influence shape preferences, with a bias towards angularity at the start and circularity at the end of a period.
- Ego depletion and temporal orientation are key factors in understanding these shape preference shifts.
- Findings offer insights into time-based decision-making and aesthetic judgments.
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