Can Shape Symbolism Be Used to Manage Taste Expectations?

Fei Gao, HEC Paris, France
Tina Lowrey, HEC Paris, France
LJ Shrum, HEC Paris, France
Extant literature on shape symbolism mainly focuses on matching between abstract shapes and tastes. Our research first provides empirical evidence to demonstrate that the appropriate use of shape symbolism on product packaging can induce specific taste expectations and this effect is mainly driven at an implicit or subliminal level.
[ to cite ]:
Fei Gao, Tina Lowrey, and LJ Shrum (2015) ,"Can Shape Symbolism Be Used to Manage Taste Expectations?", in NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl and Carolyn Yoon, Duluth, MN : Association for Consumer Research, Pages: 786-786.