Rich and Square: Effects of Financial Resources on Product Shape Preference

Three experiments showed that participants who perceived themselves having more financial resources exhibit higher preferences towards angular-shaped products, compared with participants with less perceived financial resources. This effect is mediated by a heightened desire for competence among more resourceful participants, and moderated by product usage occasion.


Yuwei Jiang, Lei Su, and Rui (Juliet) Zhu (2014) ,"Rich and Square: Effects of Financial Resources on Product Shape Preference", in NA - Advances in Consumer Research Volume 42, eds. June Cotte, Stacy Wood, and , Duluth, MN : Association for Consumer Research, Pages: 789-789.


Yuwei Jiang, Hong Kong Polytechnic University
Lei Su, Hong Kong Baptist University
Rui (Juliet) Zhu, Cheung Kong Graduation School of Business


NA - Advances in Consumer Research Volume 42 | 2014

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