In Good Shape: the Influence of Container Curvature on Consumers’ Perceptions and Consumption

Prior studies have shown that container shape can influence consumers’ perceptions and behaviour. Our study extends this research by showing that the curvature of a package (convex vs. concave) influences consumers’ inferences about calories and healthfulness, feelings of anticipated consumption guilt and ultimately how much they eat.


Alexandra Festila and Polymeros Chrysochou (2016) ,"In Good Shape: the Influence of Container Curvature on Consumers’ Perceptions and Consumption", in NA - Advances in Consumer Research Volume 44, eds. Page Moreau, Stefano Puntoni, and , Duluth, MN : Association for Consumer Research, Pages: 439-440.


Alexandra Festila, Aarhus University, Denmark
Polymeros Chrysochou, Aarhus University, Denmark


NA - Advances in Consumer Research Volume 44 | 2016

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