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The effect of package shape on calorie estimation
- Authors
- Koo, Jieun; Suk, Kwanho
- Issue Date
- 12월-2016
- Publisher
- ELSEVIER
- Keywords
- Calorie estimation; Volume estimation; Package shape; Inference
- Citation
- INTERNATIONAL JOURNAL OF RESEARCH IN MARKETING, v.33, no.4, pp.856 - 867
- Indexed
- SSCI
SCOPUS
- Journal Title
- INTERNATIONAL JOURNAL OF RESEARCH IN MARKETING
- Volume
- 33
- Number
- 4
- Start Page
- 856
- End Page
- 867
- ISSN
- 0167-8116
- 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. (C) 2016 Elsevier B.V. All rights reserved.
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