Despite being a fundamental food feature, the effect of food shapes has been underexplored. This study demonstrates that giving hedonic foods a round shape increases their desirability, choice probability, and consumption. However, this effect does not apply to utilitarian foods. Such asymmetric effects are attributed to the positive affect elicited by a round shape and not to the food's shape typicality, food knowledge, vividness, or fragility. The positive affect provides affective information and influences consumers' judgments and decisions. Moreover, the effectiveness of giving hedonic foods a round shape is attenuated by consumers' health motivations; that is, the effect holds only for those with low health motivation. Applying statistical methods to data from seven independent studies provided consistent evidence that supports our hypotheses, thereby advancing knowledge of the shape effect, susceptibility of hedonic products, and the affect-as-information framework, while also revealing how food shapes affect food consumption.

中文翻译：

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形状效应：圆形增加消费者对享乐食品的偏好

尽管是食物的基本特征，但食物形状的影响尚未得到充分探索。这项研究表明，赋予享乐食品圆形会增加它们的可取性、选择概率和消费。但是，这种效果不适用于实用食品。这种不对称效果归因于圆形引起的积极影响，而不是食物的形状典型性、食物知识、生动性或脆弱性。积极情感提供情感信息并影响消费者的判断和决定。此外，消费者的健康动机削弱了赋予享乐食品圆形的效果；也就是说，这种效果只适用于那些健康动机低的人。