Effects of Color on Consumers’ Perceptions of Package Volumes

Joseph Lajos, HEC Paris, France
Amitava Chattopadhyay, INSEAD, Singapore
Research in marketing has examined the effects of visual biases on consumers’ judgments of product volumes. In the present research, we combine research indicating that packages that attract more attention are perceived to have a greater volume with research suggesting that high wavelength colors (e.g., red) attract more attention than low wavelength colors (e.g., purple) to hypothesize that consumers judge products to have greater volumes when their packages have a high wavelength color than when they have a low wavelength color. We report results from three studies that support our hypothesis.
[ to cite ]:
Joseph Lajos and Amitava Chattopadhyay (2010) ,"Effects of Color on Consumers’ Perceptions of Package Volumes", in NA - Advances in Consumer Research Volume 37, eds. Margaret C. Campbell, Jeff Inman, and Rik Pieters, Duluth, MN : Association for Consumer Research, Pages: 838-839 .