The Shape of Money: The Impact of Financial Resources on Product Shape Preference

Yuwei Jiang, Lei Su and Rui Zhu

Journal of the Association for Consumer Research, 2019, vol. 4, issue 4, 436 - 445

Abstract: We examine the effects of financial resources on product shape preference. Two field studies and one laboratory experiment show that consumers who have (or believe they have) more financial resources exhibit more favorable attitudes toward angular product shapes than their poorer peers. Financial resources, however, do not influence consumers’ preference for circular products. The implications of these findings for transformative consumer research are discussed.

Date: 2019
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