Shaping Product Perceptions

Tanuka Ghoshal, Indian School of Business, India
Peter Boatwright, Carnegie Mellon University, USA
In this research we investigate how product shape impacts decision-making, and whether apart from conscious visual aesthetic preferences for certain shapes, there are nonconscious impacts of aesthetically pleasing shapes on perceived functionality, or whether there is nonconscious rationalization of visual pleasure by awarding higher importance to other functional aspects.
[ to cite ]:
Tanuka Ghoshal and Peter Boatwright (2011) ,"Shaping Product Perceptions", in NA - Advances in Consumer Research Volume 39, eds. Rohini Ahluwalia, Tanya L. Chartrand, and Rebecca K. Ratner, Duluth, MN : Association for Consumer Research, Pages: 828-829.