Blending package shape with the gender dimension of brand image: How and why?

We investigate the congruence of brand image and package shape on product preferences, the moderating role of a creative mindset, and the underlying processes. Across four studies, we show that consumers generally prefer products with curved-shaped (versus angular-shaped) packaging for a feminine brand and prefer products with angular-shaped (versus curved-shaped) packaging for a masculine brand (Study 1a). This effect is mediated by the perceived congruence between brand image and package shape (Study 1b). We further demonstrate that the congruence effect is reversed when consumers adopt a creative (versus less creative) mindset (Study 2), since a creative mindset leads consumers to perceive curved-shaped packaging as more congruent with a masculine (versus feminine) brand and angular-shaped packaging as more congruent with a feminine (versus masculine) brand (Study 3). (C) 2020 Elsevier B.V. All rights reserved.

Automated summary

The study found that consumers generally prefer packaging shapes that are congruent with the brand image, with curved shapes preferred for feminine brands and angular shapes preferred for masculine brands. The effect is reversed when consumers adopt a creative mindset, leading to a different perception of congruence between brand image and package shape.