Shape Matters: How Does Logo Shape Inference Shape Consumer Judgments

Four studies show that circular versus angular brand logos can lead consumers to make inferences regarding the product’s “softness”/ “hardness”. These inferences impact both specific product attribute judgments and overall product evaluation. The inferences are outside of awareness and impact consumers’ expectations about the brand through a process of misattribution.


Yuwei Jiang, Gerald J. Gorn, Maria Galli, and Amitava Chattopadhyay (2012) ,"Shape Matters: How Does Logo Shape Inference Shape Consumer Judgments", in NA - Advances in Consumer Research Volume 40, eds. Zeynep Gürhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 745-746.


Yuwei Jiang, Hong Kong Polytechnic University, Hong Kong
Gerald J. Gorn, University of Hong Kong, Hong Kong
Maria Galli, Hong Kong University of Science and Technology, Hong Kong
Amitava Chattopadhyay, INSEAD, Singapore


NA - Advances in Consumer Research Volume 40 | 2012

Share Proceeding

Featured papers

See More


L10. How Physical Distance and Power Distance Belief Affect Salesperson Evaluations and Purchase Intentions

Chia-Wei Joy Lin, University of Tennessee at Chattanooga
Saerom Lee, University of Texas at San Antonio, USA
Bingxuan Guo, University of Texas at San Antonio, USA

Read More


Enhancing the Effectiveness of Narratives Among Vaccine-Skeptical Parents

Sandra Praxmarer-Carus, Universität der Bundeswehr München
Stefan Wolkenstoerfer, Universität der Bundeswehr München

Read More


Market Structure and Firm Engagement in Divisive Political Issues

Chris Hydock, Georgetown University, USA
Neeru Paharia, Georgetown University, USA
Sean Blair, Georgetown University, USA

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.