Economics at your fingertips  

Shape Matters: Package Shape Informs Brand Status Categorization and Brand Choice

Huan Chen, Jun Pang, Minkyung Koo and Vanessa M. Patrick

Journal of Retailing, 2020, vol. 96, issue 2, 266-281

Abstract: Ten studies examine package shape as a cue for brand status categorization. The authors show that products in tall, slender packages are more likely to be categorized as high-end products (high brand status) than those in short, wide packages (low brand status; studies 1a&b). This effect is driven by a Shape-SES lay theory (a person's body shape is associated with his or her socioeconomic status) that consumers apply to categorize products as high versus low in brand status (studies 2a–c), and this application process occurs spontaneously (studies 3a–b). The authors showcase the retailing implications of this work in two contexts—when consumers get free-sample products (study 4a) and when they engage in conspicuous consumption (study 4b). The theoretical contributions, retailing implications, and directions for future research are discussed.

Keywords: Brand categorization; Brand status; Package shape; Lay theory; Visual branding (search for similar items in EconPapers)
Date: 2020
References: View references in EconPapers View complete reference list from CitEc
Citations: Track citations by RSS feed

Downloads: (external link)
Full text for ScienceDirect subscribers only

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link:

DOI: 10.1016/j.jretai.2019.08.003

Access Statistics for this article

Journal of Retailing is currently edited by A. Roggeveen

More articles in Journal of Retailing from Elsevier
Bibliographic data for series maintained by Haili He ().

Page updated 2020-10-03
Handle: RePEc:eee:jouret:v:96:y:2020:i:2:p:266-281