Effects of Package Color on Consumers' Product Volume Perceptions

In three studies, we show that consumers estimate products to have greater volumes when their packages have a high wavelength color such as red than when they have a low wavelength color such as purple. Our results further suggest that this effect occurs because consumers perceive objects that attract more attention as being larger. When we equalize the amount of attention that consumers pay to two differently colored but otherwise identical products, the effect of color on their volume estimations disappears.


Joseph Lajos and Amitava Chattopadhyay (2012) ,"Effects of Package Color on Consumers' Product Volume Perceptions", in AP - Asia-Pacific Advances in Consumer Research Volume 10, eds. , , and , Duluth, MN : Association for Consumer Research, Pages: 340-342.


Joseph Lajos, HEC Paris, France
Amitava Chattopadhyay, INSEAD


AP - Asia-Pacific Advances in Consumer Research Volume 10 | 2012

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