Healthy-Angular, Unhealthy-Circular: the Effect of Shape on Consumers Health Choice

This paper explored the matching effect between food healthiness and shape. We demonstrated that angular (vs. circular) shape increases consumers’ preference for healthy options, which is because a “healthy-angular, unhealthy-circular” match could enhance consumers ease of processing and subsequently influences consumers choice.


Jie Wang, Jing Jiang, and Xiaodan zhang (2020) ,"Healthy-Angular, Unhealthy-Circular: the Effect of Shape on Consumers Health Choice", in NA - Advances in Consumer Research Volume 48, eds. Jennifer Argo, Tina M. Lowrey, and Hope Jensen Schau, Duluth, MN : Association for Consumer Research, Pages: 1206-1206.


Jie Wang, Renmin University of China
Jing Jiang, Renmin University of China
Xiaodan zhang, Peking University, China


NA - Advances in Consumer Research Volume 48 | 2020

Share Proceeding

Featured papers

See More


Dehumanization: Coping with Embarrassment in Consumer Purchases

Yixia Sun, Zhejiang University
Xuehua Wang, East China Normal University
Joey Hoegg, University of British Columbia, Canada
Darren Dahl, University of British Columbia, Canada

Read More


F12. Matching Green Advertising Strategies and Brand Positioning to Improve Brand Evaluation

Danielle Mantovani, Federal University of Paraná
Victoria Vilasanti, Federal University of Paraná
Marcelo Vinhal Nepomuceno, HEC Montreal, Canada
Cecilia Souto Maior, Federal University of Paraná

Read More


Meaningful Numbers: Consumer Response to Verbal Reaffirmation of Numerical Nutrition Information

Steffen Jahn, University of Goettingen, Germany
Monique Breaz, University of Goettingen, Germany
Till Dannewald, Wiesbaden Business School
Yasemin Boztug, University of Goettingen, Germany

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.