Shape Matters: How Does Logo Shape Inference Shape Consumer Judgments

Yuwei Jiang, Hong Kong Polytechnic University, Hong Kong
Gerald J. Gorn, University of Hong Kong, Hong Kong
Maria Galli, Hong Kong University of Science and Technology, Hong Kong
Amitava Chattopadhyay, INSEAD, Singapore
Four studies show that circular versus angular brand logos can lead consumers to make inferences regarding the product’s “softness”/ “hardness”. These inferences impact both specific product attribute judgments and overall product evaluation. The inferences are outside of awareness and impact consumers’ expectations about the brand through a process of misattribution.
[ to cite ]:
Yuwei Jiang, Gerald J. Gorn, Maria Galli, and Amitava Chattopadhyay (2012) ,"Shape Matters: How Does Logo Shape Inference Shape Consumer Judgments", in NA - Advances in Consumer Research Volume 40, eds. Zeynep Gürhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 745-746.