“Slim-As-Luxury" Effect: the Influence of Product Shape on Product Luxury Perception

Ji (Jill) Xiong, National University of Singapore, Singapore
Yu Ding, National University of Singapore, Singapore
Based on anthropomorphism theory that people tend to imbue characteristics of human beings, such as personalities, emotions, and facial features onto products, we found that people also attribute their implicit belief about slim human body shape and its signaling of high status and luxuriousness onto slim-shaped products.
[ to cite ]:
Ji (Jill) Xiong and Yu Ding (2016) ,"“Slim-As-Luxury" Effect: the Influence of Product Shape on Product Luxury Perception", in NA - Advances in Consumer Research Volume 44, eds. Page Moreau and Stefano Puntoni, Duluth, MN : Association for Consumer Research, Pages: 765-765.