2shaped bottle and preferred “rugged” as their most important quality. This agrees with theidea that straight, angular shapes are more masculine. They also convey a message of energy, youth, liveliness, violence, anger, rapidity, dynamics, and movement. Wetherefore hypothesize that younger groups in our study may prefer bottle C. Bottle C hasvery sharp angled lines around its base and on its cap. It is a very young bottle that is“attractive” to many of the participants in this study.Squares, rectangles, and pyramids convey the message of strength, stability, power, balance, and reliability. Bottle A in our study is a rectangular shape with linear characteristics. Ideally this would be the one that most of the men would choose. It ismore of a masculine bottle than the rest because it embodies a message of strength,stability, and power that are more masculine qualities. (Madden et al. 2000).Vertical shapes and lines convey strength, masculinity, power, aggression,courage, brutality, dominance, and menacing. These would, like the squares, rectanglesand pyramids, pertain to bottle A. Bottle A is the most masculine bottle according to theabove definitions of shapes. It should also be the one that is described by most men asrugged and bold. Bottle C is very linear looking as well, but it encompasses curvy aspectsthat do not make it seem quite as masculine as bottle A.
Hypothesis 1A: Males will prefer the larger, more angular looking bottles A and C.Hypotheses 1B: Males will prefer the qualities of “rugged” and “bold.”
2.2- Circular ShapesThe opposite of angular shapes are circular shapes. According to Schmitt andSimonson, “…roundness evokes harmony, softness, and femininity” (1997). In additionto that they say “curved shapes are perceived as feminine, soft, and continuous.” In our