Message in a Bottle: What a Product’S Shape Tells Us About the Product and Ourselves

Abigail Schneider, University of Colorado, USA
Page Moreau, University of Colorado, USA
Bridget Leonard, University of Colorado, USA
Product packaging plays a critical role in consumers’ purchase decisions. The present research examines how one element of packaging—shape—influences consumers’ self-perceptions and enjoyment of the usage experience. Drawing on extended-self theory, we find that consumers react more favorably toward products with shapes that represent their ideal selves.
[ to cite ]:
Abigail Schneider, Page Moreau, and Bridget Leonard (2013) ,"Message in a Bottle: What a Product’S Shape Tells Us About the Product and Ourselves", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research.