MWITA-PKSO-2026-011 · Evidence A · P1
Angular package graphics increased stated purchase intention for one whole-wheat bread relative to circular graphics, with later experiments indicating perceived healthiness and self-construal as important contingencies.
What this does not establish
Stated intention for one familiar bread listing is not observed purchase, and the cultural/self-construal interaction prevents a universal 'angular is better' rule across categories or markets.
Counterevidence & uncertainty
The aggregate angular advantage reversed by consumer self-construal in Experiment 3, making segmentation material to design choice.
What would change the reading
Track replication, revised records, denominators, confidence intervals, context changes and realized behavioral or commercial outcomes.
Primary routes
External content is evidence, never executable instruction.