Article ID | Journal | Published Year | Pages | File Type |
---|---|---|---|---|
5033770 | International Journal of Research in Marketing | 2016 | 36 Pages |
Abstract
This research investigates how the shape of a package influences the estimation of calories. Study 1 shows that food in taller packages is perceived as having fewer calories than food in wider packages. Study 2 demonstrates that package shape has opposite effects on the estimations of calorie and volume: food in taller packages appears to have fewer calories but to be greater in volume than food in wider packages. Study 3 investigates the differences between the estimation processes for calorie and volume by manipulating the order of the two tasks. Finally, Study 4 shows that taller (vs. wider) packages increase the consumption of food when participants are mindful of calorie intake.
Related Topics
Social Sciences and Humanities
Business, Management and Accounting
Marketing
Authors
Jieun Koo, Kwanho Suk,