Circular Shapes With Life: the Impact of Nostalgia on Shape Preference

People have the lay belief that circular shapes are associated with vitality. When people feel nostalgic, the need for connectedness and competence can be satisfied, which can improve sense of vitality. According to self-congruence theory, people full of vitality prefer objects full of vigor and vitality, that is circular shapes.


Ruiqin Li (2021) ,"Circular Shapes With Life: the Impact of Nostalgia on Shape Preference", in NA - Advances in Consumer Research Volume 49, eds. Tonya Williams Bradford, Anat Keinan, and Matthew Matthew Thomson, Duluth, MN : Association for Consumer Research, Pages: 920-920.


Ruiqin Li, Renmin Business School, Renmin University of China


NA - Advances in Consumer Research Volume 49 | 2021

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