How Do Consumers Estimate Product Downsizing and How Can They Be Helped?

Nailya Ordabayeva, Erasmus University Rotterdam, The Netherlands
Pierre Chandon, INSEAD, France
In a series of studies, we examine how accurately people can estimate the weight and volume of downsized packages and test different models of size estimation (additive, multiplicative, as well as models assuming that size estimations are influenced by surface area of the packages). We also test the effectiveness of informational, visual, and haptic strategies to improve consumers’ estimation of downsized package weight and volumes.
[ to cite ]:
Nailya Ordabayeva and Pierre Chandon (2011) ,"How Do Consumers Estimate Product Downsizing and How Can They Be Helped?", in NA - Advances in Consumer Research Volume 38, eds. Darren W. Dahl, Gita V. Johar, and Stijn M.J. van Osselaer, Duluth, MN : Association for Consumer Research.