The effect of package shape on calorie estimation

Jieun Koo and Kwanho Suk

International Journal of Research in Marketing, 2016, vol. 33, issue 4, 856-867

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.

Keywords: Calorie estimation; Volume estimation; Package shape; Inference (search for similar items in EconPapers)
Date: 2016
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Citations: View citations in EconPapers (9)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:ijrema:v:33:y:2016:i:4:p:856-867

DOI: 10.1016/j.ijresmar.2016.03.002

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