The shape of money : The impact of financial resources on product shape preference

Research output: Journal Publications and Reviews (RGC: 21, 22, 62)21_Publication in refereed journalpeer-review

8 Scopus Citations
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  • Yuwei Jiang
  • Lei Su
  • Rui (Juliet) Zhu


Original languageEnglish
Pages (from-to)436-445
Journal / PublicationJournal of the Association for Consumer Research
Issue number4
Online published29 Jul 2019
Publication statusPublished - Oct 2019
Externally publishedYes


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.