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

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