ROUND SHAPES ARE FOR DATING, SQUARE SHAPES ARE FOR BUSINESS: PRIMING THE CONCEPT OF WARMTH AND COMPETENCE ACTIVATES THE REPRESENTATION OF SHAPES | Problems of Psychology in the 21st Century

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ROUND SHAPES ARE FOR DATING, SQUARE SHAPES ARE FOR BUSINESS: PRIMING THE CONCEPT OF WARMTH AND COMPETENCE ACTIVATES THE REPRESENTATION OF SHAPES

Title	ROUND SHAPES ARE FOR DATING, SQUARE SHAPES ARE FOR BUSINESS: PRIMING THE CONCEPT OF WARMTH AND COMPETENCE ACTIVATES THE REPRESENTATION OF SHAPES
Publication Type	Journal Article
Year of Publication	2019
Authors	Okamura, Y, Ura, M
Journal	Problems of Psychology in the 21st Century
Volume	13
Issue	1
Start Page	39-46
Pagination	Continuous
Date Published	June/2019
Type of Article	Original article
ISSN	2029-8587
Other Numbers	E-ISSN 2538-7197
Keywords	cognitive linguistics, metaphor-consistent effects, round and square, social judgments
Abstract	Research in cognitive linguistics suggests that individuals understand abstract concepts by using knowledge of the superficially dissimilar, and more concrete concepts through conceptual metaphors. Previous studies have reported round-warm and square-competent associations: such that curved shapes (e.g., rounds) increase the perception of warmth and angular shapes (e.g., squares) enhance the perception of competence in a metaphor-consistent manner. The study investigated whether manipulating abstract concepts (e.g., social judgments) influenced the processing of concrete concepts (e.g., shapes). Participants were asked to select round or square ornaments in a restaurant in a dating (warm) or a business (competent) situation. Results indicated that participants in the dating condition selected more round ornaments whereas those in the business condition selected more square ornaments, revealing that the representations of a round shape were activated in the dating condition, whereas the representations of a square shape were activated in the business situation. The theoretical implications of this finding are discussed.
URL	http://oaji.net/articles/2019/444-1562914686.pdf
DOI	10.33225/ppc/19.13.39
Refereed Designation	Refereed
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