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Angular or circular? The effect of social crowding on product shape preference

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Listed:
  • He, Xianan
  • Xia, Qing
  • Gong, Siyu

Abstract

Crowded environments have become commonplace in everyday life, yet their influence on product-related decisions and how businesses can strategically leverage these environments to maximize performance remains underexplored. Building on the concept of psychological distance, our research examines the impact of social crowding on consumers’ preferences for product shapes (angular vs. circular). Across six studies, including a field experiment, we demonstrate that experiencing social crowding increases consumers’ preference for angular-shaped products. This effect is driven by consumers’ desire to maintain distance from others in crowded environments. Consumers may associate angular-shaped products with a sense of distance, and fulfill their desires to maintain distance by choosing angular-shaped products. Furthermore, this effect is attenuated in contexts where consumers seek connection with others, such as in non-aversive crowded environments or when the crowd consists of familiar in-group individuals.

Suggested Citation

  • He, Xianan & Xia, Qing & Gong, Siyu, 2026. "Angular or circular? The effect of social crowding on product shape preference," Journal of Business Research, Elsevier, vol. 203(C).
    • Handle: RePEc:eee:jbrese:v:203:y:2026:i:c:s0148296325006563
    DOI: 10.1016/j.jbusres.2025.115833
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