Be careful of the sharp Edges! how and why circular versus angular shapes influence consumer adoption of new products

Abstract

One of the key psychological barriers to consumer innovation adoption is the perceived learning costs associated with new products. This study proposes a novel product design strategy to increase consumer adoption of new products by reducing inferred learning costs through the design of product shapes. One field experiment and three lab experiments showed that circular (vs. angular) shapes of new products decreased perceived learning costs, which, in turn, enhanced consumer innovation adoption intentions. Furthermore, the positive effect of circular shapes is attenuated when external cues of reduced learning costs are present (vs. absent) and when the goal of seeking product capability (vs. ease of use) is salient.