3B the Shape of Loneliness: Loneliness and Preference For Angular Versus Circular Logo and Product Shapes

We examine the relationship between loneliness and various shapes elements featuring angularity or circularity (logo typefaces, app icons and product appearances). With data from the US and China, in four studies, we find that lonely people prefer angular product or logo shapes to circular ones, but only in private consumption.


Nuoya Chen, Jinfeng Jiao, and Xiucheng Fan (2019) ,"3B the Shape of Loneliness: Loneliness and Preference For Angular Versus Circular Logo and Product Shapes", in NA - Advances in Consumer Research Volume 47, eds. Rajesh Bagchi, Lauren Block, and Leonard Lee, Duluth, MN : Association for Consumer Research, Pages: 962-962.


Nuoya Chen, Fudan University, China
Jinfeng Jiao, SUNY Binghamton, USA
Xiucheng Fan, Fudan University, China


NA - Advances in Consumer Research Volume 47 | 2019

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