Increasing Spending Behavior After Exposure to Body-Type Package Shapes

The current research investigated whether exposure to product shapes that resemble thin or overweight human body-types can influence subsequent spending behavior. Our results show that, consistent with the stereotypical view that overweight individuals hold low levels of control, exposure to wide product shapes leads to a decreased accessibility of the concept of control (compared to exposure to thin product shapes) and subsequently leads consumers to increase their level of spending on subsequent purchase decisions. We also show that dietary orientation moderates this effect.


Marisabel Romero and Adam Craig (2013) ,"Increasing Spending Behavior After Exposure to Body-Type Package Shapes", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research.


Marisabel Romero, University of South Florida, USA
Adam Craig, University of South Florida, USA


NA - Advances in Consumer Research Volume 41 | 2013

Share Proceeding

Featured papers

See More


Is All That Glitters Gold? The Effect of Product Surface Glossiness on Consumer Judgments

Jiaqi SONG, Hong Kong Polytechic University
Yuwei Jiang, Hong Kong Polytechic University
Gerald J. Gorn, Hong Kong Polytechic University

Read More


Consumers' response to branded longevity

Anthony Moussa, Paris School of Business

Read More


Trust in Doubt: Co-Chair's Invited Panel

Adam Berinsky, Massachusetts Institute of Technology, USA
John Gray,
Andre Spicer, City University of London, UK

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.