The shape of time: How temporal landmarks influence shape preference

This research investigates how temporal landmarks (such as the beginning or end of a period) influence individuals' preferences for shapes (angular vs. circular). In contrast to prior research that explored shape preferences without specific time reference points (e.g., nostalgia), we examine how temporal cues influence shape preference through explicit time reference points. We conducted three experiments manipulating temporal landmark (start vs. end) across three scenarios: the same time on different days, different times on the same day and the same time on the same day. These experiments also assessed individuals' preferences for angular versus circular shapes in both two- and three-dimensional formats. The results show that individuals at a start temporal landmark prefer angular shapes, whereas those at an end temporal landmark prefer circular shapes, which is mediated by ego depletion. We further found that temporal orientation (present vs. future) moderates the influences of temporal landmarks on individuals' shape preferences. While individuals with present temporal orientation are consistent with the main effect, individuals with future temporal orientation have an opposite behaviour (individuals at a start temporal landmark prefer circular shapes, whereas those at an end temporal landmark prefer angular shapes).