Circular for Me, Angular for Us: Shared Consumption Increases Consumers' Preference for Angular Products

ABSTRACT

Prior survey research indicates that more than half of consumers make shared consumption decisions at least three times monthly. Because shared consumption involves dividing products or resources among multiple users, consumers in shared (vs. solo) contexts probably place greater value on product divisibility. As square shapes are likely to be perceived as more divisible than round shapes, we propose that shared consumption increases preferences for square (vs. round) products. To test this proposition, we conducted ten experiments examining basic effects, mediation, moderation, and moderated mediation; we also extend mediation analysis by testing auxiliary premises. Results show that shared (vs. solo) consumption increases individuals’ preference for square over round products. This effect is mediated by heightened divisibility needs under shared consumption and depends on the common belief that squares are easier to divide than circles. The effect disappears when this belief is weakened or when the shared product is non‐rivalrous and thus does not imply division. Moreover, when sharing is strongly associated with reunion, the preference reverses. These findings extend theories of consumption modes and sensory marketing, demonstrate mediation analysis with auxiliary premises, and provide actionable implications for product design and retail strategy.