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The typeface curvature effect: The role of typeface curvature in increasing preference toward hedonic products
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| Zeitschriftentitel: | Psychology & Marketing |
|---|---|
| Personen und Körperschaften: | , , |
| In: | Psychology & Marketing, 37, 2020, 8, S. 1118-1137 |
| Format: | E-Article |
| Sprache: | Englisch |
| veröffentlicht: |
Wiley
|
| Schlagwörter: |
| author_facet |
Wang, Lei Yu, Yining Li, Ou Wang, Lei Yu, Yining Li, Ou |
|---|---|
| author |
Wang, Lei Yu, Yining Li, Ou |
| spellingShingle |
Wang, Lei Yu, Yining Li, Ou Psychology & Marketing The typeface curvature effect: The role of typeface curvature in increasing preference toward hedonic products Marketing Applied Psychology |
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wang, lei |
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Wang, Lei Yu, Yining Li, Ou 0742-6046 1520-6793 Wiley Marketing Applied Psychology http://dx.doi.org/10.1002/mar.21287 <jats:title>Abstract</jats:title><jats:p>Characters with a variety of typefaces are ubiquitous in our daily lives. How do typeface characteristics influence consumers’ preferences toward different kinds of products? The current research identifies the effect of an important design characteristic of typefaces—curvature on consumers’ preferences toward hedonic products. Our four experiments reveal that when consumers are exposed to hedonic products whose advertisements or packaging use round typefaces (high curvature), they show greater preferences toward them. This phenomenon is induced by the implicit associations between round typefaces and hedonic products which automatically initiate consumers’ mental simulation of experiences related with the products. This simulation process triggers pleasant feelings which eventually enhance preferences. We conclude with the implications of these findings for marketers, such as for their typeface choices in marketing actions. Theoretically, we contribute to a growing body of research examining the congruity between typeface characteristics and product type.</jats:p> The typeface curvature effect: The role of typeface curvature in increasing preference toward hedonic products Psychology & Marketing |
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| title |
The typeface curvature effect: The role of typeface curvature in increasing preference toward hedonic products |
| title_unstemmed |
The typeface curvature effect: The role of typeface curvature in increasing preference toward hedonic products |
| title_full |
The typeface curvature effect: The role of typeface curvature in increasing preference toward hedonic products |
| title_fullStr |
The typeface curvature effect: The role of typeface curvature in increasing preference toward hedonic products |
| title_full_unstemmed |
The typeface curvature effect: The role of typeface curvature in increasing preference toward hedonic products |
| title_short |
The typeface curvature effect: The role of typeface curvature in increasing preference toward hedonic products |
| title_sort |
the typeface curvature effect: the role of typeface curvature in increasing preference toward hedonic products |
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Marketing Applied Psychology |
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http://dx.doi.org/10.1002/mar.21287 |
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2020 |
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<jats:title>Abstract</jats:title><jats:p>Characters with a variety of typefaces are ubiquitous in our daily lives. How do typeface characteristics influence consumers’ preferences toward different kinds of products? The current research identifies the effect of an important design characteristic of typefaces—curvature on consumers’ preferences toward hedonic products. Our four experiments reveal that when consumers are exposed to hedonic products whose advertisements or packaging use round typefaces (high curvature), they show greater preferences toward them. This phenomenon is induced by the implicit associations between round typefaces and hedonic products which automatically initiate consumers’ mental simulation of experiences related with the products. This simulation process triggers pleasant feelings which eventually enhance preferences. We conclude with the implications of these findings for marketers, such as for their typeface choices in marketing actions. Theoretically, we contribute to a growing body of research examining the congruity between typeface characteristics and product type.</jats:p> |
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| description | <jats:title>Abstract</jats:title><jats:p>Characters with a variety of typefaces are ubiquitous in our daily lives. How do typeface characteristics influence consumers’ preferences toward different kinds of products? The current research identifies the effect of an important design characteristic of typefaces—curvature on consumers’ preferences toward hedonic products. Our four experiments reveal that when consumers are exposed to hedonic products whose advertisements or packaging use round typefaces (high curvature), they show greater preferences toward them. This phenomenon is induced by the implicit associations between round typefaces and hedonic products which automatically initiate consumers’ mental simulation of experiences related with the products. This simulation process triggers pleasant feelings which eventually enhance preferences. We conclude with the implications of these findings for marketers, such as for their typeface choices in marketing actions. Theoretically, we contribute to a growing body of research examining the congruity between typeface characteristics and product type.</jats:p> |
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| spelling | Wang, Lei Yu, Yining Li, Ou 0742-6046 1520-6793 Wiley Marketing Applied Psychology http://dx.doi.org/10.1002/mar.21287 <jats:title>Abstract</jats:title><jats:p>Characters with a variety of typefaces are ubiquitous in our daily lives. How do typeface characteristics influence consumers’ preferences toward different kinds of products? The current research identifies the effect of an important design characteristic of typefaces—curvature on consumers’ preferences toward hedonic products. Our four experiments reveal that when consumers are exposed to hedonic products whose advertisements or packaging use round typefaces (high curvature), they show greater preferences toward them. This phenomenon is induced by the implicit associations between round typefaces and hedonic products which automatically initiate consumers’ mental simulation of experiences related with the products. This simulation process triggers pleasant feelings which eventually enhance preferences. We conclude with the implications of these findings for marketers, such as for their typeface choices in marketing actions. Theoretically, we contribute to a growing body of research examining the congruity between typeface characteristics and product type.</jats:p> The typeface curvature effect: The role of typeface curvature in increasing preference toward hedonic products Psychology & Marketing |
| spellingShingle | Wang, Lei, Yu, Yining, Li, Ou, Psychology & Marketing, The typeface curvature effect: The role of typeface curvature in increasing preference toward hedonic products, Marketing, Applied Psychology |
| title | The typeface curvature effect: The role of typeface curvature in increasing preference toward hedonic products |
| title_full | The typeface curvature effect: The role of typeface curvature in increasing preference toward hedonic products |
| title_fullStr | The typeface curvature effect: The role of typeface curvature in increasing preference toward hedonic products |
| title_full_unstemmed | The typeface curvature effect: The role of typeface curvature in increasing preference toward hedonic products |
| title_short | The typeface curvature effect: The role of typeface curvature in increasing preference toward hedonic products |
| title_sort | the typeface curvature effect: the role of typeface curvature in increasing preference toward hedonic products |
| title_unstemmed | The typeface curvature effect: The role of typeface curvature in increasing preference toward hedonic products |
| topic | Marketing, Applied Psychology |
| url | http://dx.doi.org/10.1002/mar.21287 |