Can bottles speak volumes? The effect of package shape on how much to buy

Four multi-method studies show that the more elongated a container, the lower its purchase quantity. Study 1, in the lab, shows beer bottles are perceived to contain more than beer cans, particularly for infrequent beer drinkers. Study 2 analyzes scanner data to show that the purchase quantity of cans is 63.66 percent higher than the purchase quantity of bottles. Study 3, a virtual shopping survey, demonstrates these effects are strongest when the context is socializing at home, and Study 4, in the lab, shows results hold only when desired consumption level is constant. Implications for retailers and product managers are offered.