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

We posit that self-discrepancy with respect to one’s body curvature may induce coping behavior impacting product curvature preferences. When body shape satisfaction is low (high), curvy women show a preference for angular (curved) products, a dissociation (assimilation) strategy. Body-shape specific affirmation can attenuate dissociation coping curvature preferences.


Tanuka Ghoshal and Amitava Chattopadhyay (2019) ,"I’M in Love With the Shape of Me! Product Curvature Preferences As a Coping Strategy", in NA - Advances in Consumer Research Volume 47, eds. Rajesh Bagchi, Lauren Block, and Leonard Lee, Duluth, MN : Association for Consumer Research, Pages: 581-582.


Tanuka Ghoshal, Baruch College, USA
Amitava Chattopadhyay, INSEAD, Singapore


NA - Advances in Consumer Research Volume 47 | 2019

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