Angular or Circular? The Effect of Busy Mindset on Shape Preference

Busy mindset has received much attention in affecting individuals’ cognition and behaviors. In picking up on the effect of busy mindset on consumer decisions, we explore it by integrating four different variables (busy mindset, shape preference, need for uniqueness and product scarcity) into an integrated framework from sensory marketing perspective. Across six studies, this research reveals that consumers with a busy mindset prefer angular to circular brand logos or products, which is driven by the need for uniqueness. Furthermore, the product scarcity moderates the effect of the need for uniqueness on shape preference. Consumers high in need for uniqueness prefer angular to circular brand logos or products if products are not scarce, while shape preference does not differ between consumers with high and low need for uniqueness if products are scarce. These conclusions enrich existing research on busy mindset and sensory marketing and offer insights for businesses on how to engage consumers through busy cues and shape design