TY - JOUR
T1 - The shape of money
T2 - The impact of financial resources on product shape preference
AU - Jiang, Yuwei
AU - Su, Lei
AU - Zhu, Rui
N1 - Funding Information:
The authors thank financial support from the Hong Kong Research Grants Council (PolyU 155266/16B) and the Asian Centre for Branding and Marketing (ACBM) to the first author, from the Hong Kong Research Grants Council (HKBU 12522916) to the second author, and from the Cheung Kong Graduate School of Business to the third author.
Funding Information:
Yuwei Jiang ([email protected]) is professor of marketing at the Hong Kong Polytechnic University, Hung Hom, Hong Kong. Lei Su (lsu@ hkbu.edu.hk) is assistant professor of marketing at the Hong Kong Baptist University, Kowloon Tong, Hong Kong. Rui (Juliet) Zhu ([email protected]) is professor of marketing at the Cheung Kong Graduate School of Business, Beijing, China. The authors thank financial support from the Hong Kong Research Grants Council (PolyU 155266/16B) and the Asian Centre for Branding and Marketing (ACBM) to the first author, from the Hong Kong Research Grants Council (HKBU 12522916) to the second author, and from the Cheung Kong Graduate School of Business to the third author. The first two authors contributed equally to this research. Correspondence regarding this article should be sent to Yuwei Jiang.
Publisher Copyright:
© 2019 the Association for Consumer Research. All rights reserved.
PY - 2019/10/1
Y1 - 2019/10/1
N2 - 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.
AB - 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.
UR - http://www.scopus.com/inward/record.url?scp=85085202305&partnerID=8YFLogxK
U2 - 10.1086/705030
DO - 10.1086/705030
M3 - Journal article
AN - SCOPUS:85085202305
SN - 2378-1815
VL - 4
SP - 436
EP - 445
JO - Journal of the Association for Consumer Research
JF - Journal of the Association for Consumer Research
IS - 4
M1 - 4
ER -