Is Your Product in the Right Place?: the Effect of Objects' Elongation and Spatial Disposition on Size Perception

Soumaya Cheikhrouhou, Concordia University, Canada
Bianca Grohmann, Concordia University, Canada
Recent studies showed that product elongation has a positive influence on size assessment. This research seeks to demonstrate that the positive effect of elongation on size perception stems from a combination of assimilation/contrast judgments and a spatial disposition bias. Five studies were undertaken, where objects’ spatial disposition, elongation level, cardinal orientation, and object shape were manipulated. These findings add to the cognitive psychology and consumer behavior literatures. They have critical managerial implications in terms of packaging, visual display merchandising, and positioning.
[ to cite ]:
Soumaya Cheikhrouhou and Bianca Grohmann (2011) ,"Is Your Product in the Right Place?: the Effect of Objects' Elongation and Spatial Disposition on Size Perception", in NA - Advances in Consumer Research Volume 39, eds. Rohini Ahluwalia, Tanya L. Chartrand, and Rebecca K. Ratner, Duluth, MN : Association for Consumer Research, Pages: 701-702.