The More Elongated, the More High-End: the Effect of Package Shape on Perceived Brand Status

This research examines the effect of package shape on consumers’ perceived brand status. Results from three studies show that consumers perceive a product with tall & slim (vs. short & stout) shape to have a high brand status. Moreover, perceived attractiveness is the mechanism underlying this effect on brand status perception.



Citation:

Huan Chen, Jun Pang, and Minkyung Koo (2017) ,"The More Elongated, the More High-End: the Effect of Package Shape on Perceived Brand Status", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 1073-1073.

Authors

Huan Chen, Renmin University of China, China
Jun Pang, Renmin University of China, China
Minkyung Koo, University of Illinois at Urbana Champaign, USA



Volume

NA - Advances in Consumer Research Volume 45 | 2017



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