Search Conferences

Type in any word, words or author name. This searchs through the abstract title, keywords and abstract text and authors. You may search all conferences or just select one conference.

 All Conferences
 EMAC 2019 Annual Conference
 EMAC 2020 Annual Conference
 EMAC 2020 Regional Conference
 EMAC 2021 Annual Conference
 EMAC 2021 Regional Conference
 EMAC 2022 Annual
 EMAC 2022 Regional Conference
 EMAC 2023 Annual
 EMAC 2023 Regional Conference

EMAC 2021 Regional Conference

Prefer Linear or Crooked? A Spatial Perception Perspective.

Published: September 22, 2021


Sakshi Aggarwal, Indian Institute of Management (IIM) Indore, India; Sanjeev Tripathi, Indian Institute of Management, Indore, India; Sudipta Mandal, Indian Institute of Management, Indore, India


Spatial perception; Route angularity effect; Consumption patterns


Does the orientation of a path impact a person’s expectation and consumption at the destination? We draw from the literature in diverse domains and theorize that linear paths are associated with peace and serenity, while crooked paths are associated with thrill and adventurousness. We empirically demonstrate that individuals perceive destinations reached on traversing crooked (vs. linear) reached on traversing crooked (vs. linear) paths as more adventurous. This effect persists not only for physical paths but also for schematic maps. We demonstrate that the relationship between the path crookedness and the benefit of the end destination is mediated by the perceived difficulty of traversing the crooked path. The fit between the paths and individual requirements influences their consumption patterns. We expect a similar effect on consumption i.e. consumers prefer crooked (vs. linear) schemas when they shop for hedonic (vs. utilitarian) purchases.