Rich and Square: Effects of Financial Resources on Product Shape Preference

Yuwei Jiang, Hong Kong Polytechnic University
Lei Su, Hong Kong Baptist University
Rui (Juliet) Zhu, Cheung Kong Graduation School of Business
Three experiments showed that participants who perceived themselves having more financial resources exhibit higher preferences towards angular-shaped products, compared with participants with less perceived financial resources. This effect is mediated by a heightened desire for competence among more resourceful participants, and moderated by product usage occasion.
[ to cite ]:
Yuwei Jiang, Lei Su, and Rui (Juliet) Zhu (2014) ,"Rich and Square: Effects of Financial Resources on Product Shape Preference", in NA - Advances in Consumer Research Volume 42, eds. June Cotte and Stacy Wood, Duluth, MN : Association for Consumer Research, Pages: 789-789.