New study reveals that perceptions of volume depend on which sense is being used to make the judgment
A fascinating new study from the March 2006 issue of the Journal of Consumer Research explores how our senses interact to gauge volume, with important implications for perception of consumer products and consumption patterns. Specifically, the article argues that "elongation effect" – the common tendency to think that a tall, thin glass holds more than a short, stout glass of equal volume – is reversed when touch is used instead of sight to evaluate how much a container holds.
"We tend to focus on physical/product features and not so much on the sensory appeal of products and features," explains Aradhna Krishna (University of Michigan). "There is enormous scope for future research in marketing studying how different senses individually and through their interactions affect consumer perceptions, behavior, and choice."
Suzanne Wu | EurekAlert!
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