The Effect of Geometric Shapes on Brand Extension Fit Perceptions

Existing research has explored a variety of factors that affect consumers’ brand extension evaluations. However, despite the common belief that external stimuli such as geometrical shapes matter, little research has explored... [ view full abstract ]

Existing research has explored a variety of factors that affect consumers’ brand extension evaluations. However, despite the common belief that external stimuli such as geometrical shapes matter, little research has explored how such shapes can affect consumers’ evaluations of brand extension fit. Using experiments, this research shows that specific geometric shapes (i.e, circles vs. squares) can induce individuals to engage in relational processing, which in turn increases fit perceptions for dissimilar brand extensions. Specifically, we find that that round shapes such as circles prime an agreement mind-set, while angular shapes such as squares prime a disagreement mind-set. An agreement mind-set (but not a disagreement mind-set) induces relational processing of information, increasing brand fit perceptions for dissimilar brand extensions. Further, we propose that a dialectic/non-dialectic self moderates the effect of geometric shapes on brand extension fit evaluations. Our findings contribute to various literatures and have practical implications for marketing and brand managers.