Unique consumption: the impact of busy mindset on preference for angular versus circular shapes

IF 5.2 2区管理学 Q1 BUSINESS Journal of Product and Brand Management Pub Date : 2024-02-22 DOI:10.1108/jpbm-02-2023-4366

Zhaoyang Sun, Haiyang Zhou, Tianchen Yang, Kun Wang, Yubo Hou

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Abstract

Purpose

The shape of a product plays a crucial role in shaping consumer behavior. Despite the voluminous research on factors influencing consumers’ shape preferences, there remains a limited understanding of how the busy mindset, a mentality increasingly emphasized by marketing campaigns, works. This study aims to fill this gap by exploring the relationship between a busy mindset and the preference for angular-shaped versus circular-shaped products and brand logos.

Design/methodology/approach

This research consists of seven experimental studies using various shape stimuli, distinct manipulations of busy mindset, different assessments of shape preference and samples drawn from multiple countries.

Findings

The findings reveal that a busy mindset leads to a preference for angular shapes over circular ones by amplifying the need for uniqueness. In addition, these effects are attenuated when products are scarce.

Originality/value

This research represents one of the pioneering efforts to study the role of a busy mindset on consumers’ aesthetic preferences. Beyond yielding insights for practitioners into visual marketing, this research contributes to the theories on the busy mindset and shape preference.

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独特的消费：忙碌心态对偏好角形与圆形的影响

目的产品的形状在塑造消费者行为方面起着至关重要的作用。尽管对影响消费者形状偏好的因素进行了大量研究，但人们对营销活动日益强调的忙碌心态是如何起作用的了解仍然有限。本研究旨在通过探索忙碌心态与消费者对棱角形产品和品牌标志的偏好之间的关系来填补这一空白。本研究由七项实验研究组成，使用了各种形状刺激、对忙碌心态的不同操作、对形状偏好的不同评估以及来自多个国家的样本。此外，当产品稀缺时，这些影响会减弱。原创性/价值这项研究是研究忙碌心态对消费者审美偏好的作用的开创性工作之一。除了为视觉营销从业人员提供见解外，这项研究还对忙碌心态和形状偏好理论做出了贡献。

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来源期刊

Journal of Product and Brand Management Multiple-

CiteScore

10.90

自引率

19.60%

发文量

期刊介绍： Branding has evolved and organizations are facing a lot of new challenges when managing their brand reputations, an activity that has become strategic and interdisciplinary. The Journal of Product and Brand Management (JPBM) advances the theoretical and managerial knowledge of products and brands. Manuscripts may either report results based on rigorously analysed qualitative/quantitative data or be purely conceptual. All manuscripts must offer significant research findings and insights and offer meaningful implications for the real world. This journal is proudly international and inter-disciplinary. We publish manuscripts which compare international markets and encourage submissions approaching branding and product management from any discipline. We focus on all aspects of branding and product management from development to dilution. This includes areas as broad as person, place or political brands.