Volume Estimation As Simulated Judgment

In estimating many products’ value, consumers must assess package size. We present a novel simulated judgment account of volume estimation—positing that people estimate the size of a receptacle by simulating filling it up. This account correctly anticipates previously-unidentified influences on volume perception: a container’s orientation and its top-to-base ratio.


Hannah Perfecto and Clayton R. Critcher (2016) ,"Volume Estimation As Simulated Judgment", in NA - Advances in Consumer Research Volume 44, eds. Page Moreau, Stefano Puntoni, and , Duluth, MN : Association for Consumer Research, Pages: 588-588.


Hannah Perfecto, University of California Berkeley, USA
Clayton R. Critcher, University of California Berkeley, USA


NA - Advances in Consumer Research Volume 44 | 2016

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