Product Curvature Preferences: a Theory of Self-Concept

Tanuka Ghoshal, Indian School of Business, India
Rishtee Batra, Indian School of Business, India
Peter Boatwright, Carnegie Mellon University, USA
We find that when body shape is salient, women who perceive their bodies to be curvy, rate curved products higher. A significant covariate is body image fixation. Evaluation of one’s body caused subjects to engage in “defensive coping,” leading to a more favorable evaluation of objects perceived similar to oneself.
[ to cite ]:
Tanuka Ghoshal, Rishtee Batra, and Peter Boatwright (2015) ,"Product Curvature Preferences: a Theory of Self-Concept", in NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl and Carolyn Yoon, Duluth, MN : Association for Consumer Research, Pages: 786-786.