The Effect of Package Shape on Consumer’S Calorie Estimation

We show the findings contradicting to the common belief that calorie estimation is a positive function of volume estimation. Food in an elongated (vs. shorter) package, although perceived to have a greater volume, was judged to contain lesser calories. This difference stems from different psychological mechanisms underlying the two judgments.



Citation:

Jieun Koo and Kwanho Suk (2012) ,"The Effect of Package Shape on Consumer’S Calorie Estimation", in NA - Advances in Consumer Research Volume 40, eds. Zeynep Gürhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 697-698.

Authors

Jieun Koo, Korea University, Korea
Kwanho Suk, Korea University, Korea



Volume

NA - Advances in Consumer Research Volume 40 | 2012



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