The Presence of Variety Reduces Perceived Quantity

Datos Bibliográficos

ID2221083
AutoresJoseph P Redden (0000-0001-8861-1786, Agricultural Marketing Service), Stephen J Hoch (California University of Pennsylvania)
Año2009
Volumen36
Número3
Páginas406-417
Fecha de publicación2009-10-01
Peer ReviewedSí
Open AccessNo
TipoARTICLE
RevistaJournal of Consumer Research (JOURNAL)
Identificadores de la revistaISSN: 0093-5301 • E-ISSN: 1537-5277
EditorialOxford University Press (OUP) (PUBLISHER)
DOI10.1086/598971
OpenAlexW2141027422
IdiomaEN
Citas recibidas9
Referencias citadas33

Against common intuition, we find that variety in an assortment reduces its perceived quantity. Two studies show that people provide larger quantity estimates when shown random patterns of identical colored dots or geometric shapes than when those patterns contain variety. The difference in perceived quantity does not grow as the number of different types increases beyond two, and it disappears if the overall area occupied by the set is made salient through context. We attribute the results to the natural consolidation of identical items into a single Gestalt whole that makes the set seem larger. Two additional studies show that this perceptual influence also causes people to pour more when using varied items to match a sample of food. The article closes with a discussion of the potential implications of these findings for variety research and portion control

Cognitive psychology · Cognitive science · Econometrics · Gestalt psychology · Intuition · Perception · Salient · Set (abstract data type) · Statistics · Variety (cybernetics) · Artificial Intelligence · Color perception and design · Computer Science · Mathematics · Multisensory perception and integration · Psychology · Sensory Analysis and Statistical Methods · Social Psychology