The shape of loneliness: The relationship between loneliness and consumer preference for angular versus circular shapes

•Lonely (vs. nonlonely) consumers prefer angular to circular logo and product shapes.•Consumption context (public vs. private) moderates the effect of loneliness on shape preferences.•Lonely consumers’ preference for angularity occurs only when consumption is private.•In public consumption, shape (angular vs. circular) does not affect lonely consumers’ preferences.•This effect is mediated by perceived fit between loneliness (vs. non-loneliness) and angular (vs. circular) shapes. This paper examines the relationship between loneliness and shape preference for angularity or circularity. Across five studies, we show that lonely (vs. nonlonely) consumers prefer angular over circular shapes. This effect is driven by the perceived fit between feelings of loneliness (vs. non-loneliness) and angular (vs. circular) shapes. Moreover, this effect occurs only when consumption is private. In public consumption, shape (angular vs. circular) does not affect lonely consumers’ preferences. We demonstrate these effects in various product- and logo-shape elements, such as logo typefaces (Study 1a), app icons (Study 1b), store displays (Study 2), and product designs (Studies 3a and 3b). These findings add to theories of sensory marketing and loneliness and yield insights for marketing practitioners.