The Effect of Visual Cues on the Sense of Completeness

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.


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.


Miaolei (Liam) Jia, National University of Singapore, Singapore
Aradhna Krishna, University of Michigan, USA
Xiuping Li, National University of Singapore, Singapore


NA - Advances in Consumer Research Volume 45 | 2017

Share Proceeding

Featured papers

See More


Consuming Time-Space Imaginations: Bakhtin’s Chronotope on Robots and Artificial Intelligence

Marat Bakpayev, University of Minnesota Duluth, USA
Alima Yesmukanova, KIMEP University

Read More


Corporate Social Responsibility and Dishonest Consumer Behavior

In-Hye Kang, University of Maryland, USA
Amna Kirmani, University of Maryland, USA

Read More


L13. The Recipient Effect on Consumers’ Preference for Products Displayed in Different Horizontal Locations

Sheng Bi, Washington State University, USA
Nik Nikolov, Washington State University, USA
Julio Sevilla, University of Georgia, 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.