The Effect of Visual Cues on the Sense of Completeness

Miaolei (Liam) Jia, National University of Singapore, Singapore
Aradhna Krishna, University of Michigan, USA
Xiuping Li, National University of Singapore, Singapore
Consumers associate circular (vs. square) shapes with a greater sense of completeness. Grouping components in a circular (vs. square) shape increases the perceived completeness of a set of products or events, and consequently increases the perceived importance of each component. Distinctive visual cues (e.g., colors) of components attenuate this effect.
[ to cite ]:
Miaolei (Liam) Jia, Aradhna Krishna, and Xiuping Li (2017) ,"The Effect of Visual Cues on the Sense of Completeness", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 286-290.