Circular vs. angular servicescape: “Shaping” customer response to a fast service encounter pace

Liu, Stephanie Q.; Bogicevic, Vanja; Mattila, Anna S.

doi:10.1016/j.jbusres.2018.04.007

Cited by 87 publications

(88 citation statements)

References 66 publications

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“…The results confirmed the first hypothesis that the round shape increased perceptions of warmth and the square shape enhanced perceptions of competence. This finding corroborated previous research (Liu, Bogicevic, & Mattila, 2018;Okamura & Ura, 2018b) by reinforcing the association: round-warm, square-competent.…”

Section: Discussionsupporting

confidence: 91%

“…More recent research has indicated round-warm and square-competent associations. Liu, Bogicevic, and Mattila (2018), for instance, investigated the role of the shapes of displays in a restaurant on customer satisfaction and suggested that in busy settings, angularly shaped cues increased their satisfaction by perceiving competence of the service provider. On the contrary, in non-busy settings, circularly shaped cues enhanced their satisfaction via the perception of warmth of the provider.…”

mentioning

confidence: 99%

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I am physically and personality-wise warmer when wearing round eyeglasses: Shape priming influences personality judgments and estimated temperature

Okamura¹,

Ura²

2019

Psychol. Thought

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Shapes are considered to be related to different personality traits, and particularly, in terms of metaphorical associations, the round shape has been related to the warmth trait, and the square shape to the competence trait. The present study used a pre-post design to replicate these associations. Moreover, it was investigated whether round shapes enhanced the estimation of physical warmth as suggested by contemporary debates on cross-modal correspondences. The results indicated that the round shape increased the perception of warmth (p = .004) and the square shape enhanced the perception of competence (p = .025), which confirmed round-warm and square-competent associations. Furthermore, estimates of the room temperature were higher in the round condition, compared to the square condition (p = .023). The theoretical implications of these findings and directions for further research are discussed.

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Section: Discussionsupporting

confidence: 91%

mentioning

confidence: 99%

I am physically and personality-wise warmer when wearing round eyeglasses: Shape priming influences personality judgments and estimated temperature

Okamura¹,

Ura²

2019

Psychol. Thought

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“…The use of brand perception is highly prevalent in many fields, including advertising, sensory marketing, and corporate image. Sensory marketing literature indicates that the angular and circular cues of a service environment can motivate the perceptions of service providers' competence and warmth among consumers, respectively, thereby increasing customer satisfaction (Liu et al, 2018). Furthermore, online advertising and offline advertising affect consumers' brand perceptions with respect to warmth and competence, respectively; such perceptions can also influence purchase intention (Zawisza and Pittard, 2015;Chan et al, 2018).…”

Section: Brand Perceptionmentioning

confidence: 99%

Do Brand Competence and Warmth Always Influence Purchase Intention? The Moderating Role of Gender

et al. 2020

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Consumers' perceptions of a brand (e.g., competence or warmth) may directly affect their brand trust, purchase intention, and ability to achieving corporate goals of sustainability. However, gender acts as a moderator in the influence of brand perception on purchase intention. This study examined the main effects of brand perception on purchase intention, the moderating effect of gender, and the mediating effect of brand trust by conducting two experiments and a path analysis. Findings from experiment 1 show that perceived warmth and perceived competence exert significant positive effects on purchase intention with brand trust as a mediator. Findings from experiment 2 indicate that perceived warmth is influential only for female customers, not for male customers, that is, gender moderates the relationship between perceived warmth and purchase intention. However, gender does not moderate the influence of perceived competence on purchase intention. The results of the path analysis are consistent with the experimental results, indicating that the conclusions of the study are robust and reliable. Finally, theoretical contributions and managerial implications are discussed.

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“…The 12 identical colored images that were used in Study 1 by Liu, Bogicevic, and Mattila (2018) were used as dependent variables with the consent of the authors. Six of these images are round ornaments, whereas the other six are square ornaments.…”

Section: Experimental Stimulimentioning

confidence: 99%

“…For example, it has been reported that round shapes are related to weakness, gentleness, mildness, kindness, comfortableness, approachableness, and harmony, whereas angular shapes are associated with hardness, harshness, cruelty, toughness, strength, and individuality (Berlyne,1974;Jiang, Gorn, Galli, & Chattopadhyay, 2016;Lundholm, 1921;Zhang, Feick, & Price, 2006). More recent research based on the stereotype content model (Fiske, Cuddy, Glick, & Xu, 2002) has suggested that the round shape is associated with the trait of warmth and the square shape is related to the trait of competence (Liu, Bogicevic, & Mattila, 2018;Okamura & Ura, 2018a, 2018b. These findings support the effect of exposure to shapes on social judgments.…”

Section: Introductionmentioning

confidence: 99%

Round Shapes Are for Dating, Square Shapes Are for Business: Priming the Concept of Warmth and Competence Activates the Representation of Shapes

Okamura

Ura

2019

PPC

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Research in cognitive linguistics suggests that individuals understand abstract concepts by using knowledge of the superficially dissimilar, and more concrete concepts through conceptual metaphors. Previous studies have reported round-warm and square-competent associations: such that curved shapes (e.g., rounds) increase the perception of warmth and angular shapes (e.g., squares) enhance the perception of competence in a metaphor-consistent manner. The study investigated whether manipulating abstract concepts (e.g., social judgments) influenced the processing of concrete concepts (e.g., shapes). Participants were asked to select round or square ornaments in a restaurant in a dating (warm) or a business (competent) situation. Results indicated that participants in the dating condition selected more round ornaments whereas those in the business condition selected more square ornaments, revealing that the representations of a round shape were activated in the dating condition, whereas the representations of a square shape were activated in the business situation. The theoretical implications of this finding are discussed. Keywords: cognitive linguistics, metaphor-consistent effects, round and square, social judgments.

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Circular vs. angular servicescape: “Shaping” customer response to a fast service encounter pace

Cited by 87 publications

References 66 publications

I am physically and personality-wise warmer when wearing round eyeglasses: Shape priming influences personality judgments and estimated temperature

I am physically and personality-wise warmer when wearing round eyeglasses: Shape priming influences personality judgments and estimated temperature

Do Brand Competence and Warmth Always Influence Purchase Intention? The Moderating Role of Gender

Round Shapes Are for Dating, Square Shapes Are for Business: Priming the Concept of Warmth and Competence Activates the Representation of Shapes

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