The Effect of Package Shape on Consumers' Judgments of Product Volume

Attention as a Mental Contaminant

Dados Bibliográficos

ID2215741
AutoresValerie S Folkes (University of Southern California), Valerie Folkes, Shashi Matta (University of Southern California)
Ano2004
Volume31
Fascículo2
Páginas390-401
Data de publicação2004-09-01
Peer ReviewedSim
Open AccessNão
TipoARTICLE
PeriódicoJournal of Consumer Research (JOURNAL)
Identificadores do periódicoISSN: 0093-5301 • E-ISSN: 1537-5277
EditoraOxford University Press (OUP) (PUBLISHER)
DOI10.1086/422117
OpenAlexW2176083896
IdiomaEN
Citações recebidas27
Referências citadas25

A series of experiments examined how a container's shape can bias judgments of product quantity. Packages that have shapes that are perceived as attracting more attention are also perceived to contain a greater volume of a product than same-sized packages that attract less attention. The disparity in attention leads to “mental contamination” of the volume judgment. The bias holds for different sets of containers, for containers placed in different contexts, and for containers with contents varying in desirability. Habituation to an unusual container that attracts attention can reduce the effect, as can viewing containers with a disliked content

Cognitive psychology · Container (type theory) · Habituation · Product (mathematics) · Volume (thermodynamics) · Aesthetic Perception and Analysis · Color perception and design · Consumer Behavior in Brand Consumption and Identification · Engineering · Mathematics · Psychology · Social Psychology