Amitava Chattopadhyay

Amitava Chattopadhyay

Amitava Chattopadhyay is a researcher and co-author of papers on the perceived value of money across currencies and on circular and angular logo shapes.

Who they are

The work of Amitava Chattopadhyay reaches this site through the papers listed below. The name is tied to Face Value Effect and Shape-Softness Association.

Key papers

Wertenbroch, K., Soman, D., & Chattopadhyay, A. (2007). On the perceived value of money: The reference dependence of currency numerosity effects. Journal of Consumer Research, 34(1), 1-10. What it reports: Framework for boundary conditions on the direction of anchoring in different currencies: consumers anchor on the numerosity of the nominal difference between prices and salient referents such as budgets; supported by experiments evoking different reference standards.

Jiang, Y., Gorn, G. J., Galli, M., & Chattopadhyay, A. (2016). Does Your Company Have the Right Logo? How and Why Circular- and Angular-Logo Shapes Influence Brand Attribute Judgments. Journal of Consumer Research, 42(5), 709-726. What it reports: Five experiments: circular logos lead to judgments of softer, angular logos harder; imagery process using the visuospatial part of working memory; effect disappears with irrelevant visual imagery, low imagery tendency, or a conflicting headline; appears with incidental shape priming.

Key ideas

Shape-Softness Association: The finding that circular shapes call up softness and angular shapes call up hardness, which then colours judgments of a product or company.

Sources

  1. Wertenbroch, K., Soman, D., & Chattopadhyay, A. (2007). On the perceived value of money: The reference dependence of currency numerosity effects. Journal of Consumer Research, 34(1), 1-10.
  2. Jiang, Y., Gorn, G. J., Galli, M., & Chattopadhyay, A. (2016). Does Your Company Have the Right Logo? How and Why Circular- and Angular-Logo Shapes Influence Brand Attribute Judgments. Journal of Consumer Research, 42(5), 709-726.