The Effect of Product Shape Closure on Perceptions of Quantity, Preference and Consumption

Julio Sevilla, University of Miami, USA
Barbara E. Kahn, University of Pennsylvania, USA
This research demonstrates the effect of shape closure on size perceptions, preference and consumption. It shows that an equal size, incomplete shape product is considered to be smaller and less preferred even in cases where it has a more prominent primary dimension or is found to be more attention attracting.
[ to cite ]:
Julio Sevilla and Barbara E. Kahn (2012) ,"The Effect of Product Shape Closure on Perceptions of Quantity, Preference and Consumption ", in NA - Advances in Consumer Research Volume 40, eds. Zeynep G├╝rhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 308-312.