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.


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.


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


NA - Advances in Consumer Research Volume 40 | 2012

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