3I Revisiting How the Elongation Bias Affects Consumer Perceptions

We examine how the shape of packaging influences the elongation bias when consumers estimate the product volume. We find that the elongation bias is stronger for cylinder-shaped stimuli than for box-shaped stimuli. This research generalizes the salience-dimension model to differently shaped stimuli, which are found in the marketplace.


Dongeun Kim, Catherine Cole, Dhananjay Nayakankuppam, and William Hedgcock (2019) ,"3I Revisiting How the Elongation Bias Affects Consumer Perceptions", in NA - Advances in Consumer Research Volume 47, eds. Rajesh Bagchi, Lauren Block, and Leonard Lee, Duluth, MN : Association for Consumer Research, Pages: 995-995.


Dongeun Kim, University of Iowa, USA
Catherine Cole, University of Iowa, USA
Dhananjay Nayakankuppam, University of Iowa, USA
William Hedgcock, University of Minnesota, USA


NA - Advances in Consumer Research Volume 47 | 2019

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