The Effect of Package Shape on Consumers' Judgments of Product Volume
Attention as a Mental Contaminant
Bibliographic Data
| ID | 2215741 |
|---|---|
| Authors | Valerie S Folkes (University of Southern California), Valerie Folkes, Shashi Matta (University of Southern California) |
| Year | 2004 |
| Volume | 31 |
| Issue | 2 |
| Pages | 390-401 |
| Publication date | 2004-09-01 |
| Peer Reviewed | Yes |
| Open Access | No |
| Type | ARTICLE |
| Venue | Journal of Consumer Research (JOURNAL) |
| Journal identifiers | ISSN: 0093-5301 • E-ISSN: 1537-5277 |
| Publisher | Oxford University Press (OUP) (PUBLISHER) |
| DOI | 10.1086/422117 |
| OpenAlex | W2176083896 |
| Language | EN |
| Citations received | 27 |
| References cited | 25 |
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
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| Unique citing works | 27 |
|---|---|
| Citations per year | 1,35 |
| Citation span | 2006 - 2025 (20) |
| Citation velocity | recent |
| Highly cited | No |
| Citation types | Neutral: 23 |