“I’M in Love With the Shape of Me” Product Curvature Preferences As a Coping Strategy

Self-discrepancy regarding one’s body shape impacts product preferences for angular versus curved products among women. Individuals higher on body shape satisfaction are found to assimilate towards products shaped similar to their own shape, while those lower on body satisfaction contrast away from their body types, as a dissociation coping strategy.


Tanuka Ghoshal, Amitava Chattopadhyay, and Rishtee Batra (2018) ,"“I’M in Love With the Shape of Me” Product Curvature Preferences As a Coping Strategy", in E - European Advances in Consumer Research Volume 11, eds. Maggie Geuens, Mario Pandelaere, and Michel Tuan Pham, Iris Vermeir, Duluth, MN : Association for Consumer Research, Pages: 224-225.


Tanuka Ghoshal, Indian School of Business, India
Amitava Chattopadhyay, INSEAD, France
Rishtee Batra, St. Joseph’s University, USA


E - European Advances in Consumer Research Volume 11 | 2018

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