Product Curvature Preferences: a Theory of Self-Concept

We find that when body shape is salient, women who perceive their bodies to be curvy, rate curved products higher. A significant covariate is body image fixation. Evaluation of one’s body caused subjects to engage in “defensive coping,” leading to a more favorable evaluation of objects perceived similar to oneself.


Tanuka Ghoshal, Rishtee Batra, and Peter Boatwright (2015) ,"Product Curvature Preferences: a Theory of Self-Concept", in NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl , Carolyn Yoon, and , Duluth, MN : Association for Consumer Research, Pages: 786-786.


Tanuka Ghoshal, Indian School of Business, India
Rishtee Batra, Indian School of Business, India
Peter Boatwright, Carnegie Mellon University, USA


NA - Advances in Consumer Research Volume 43 | 2015

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