The effect of package shape on consumers' judgments of product volume: Attention as a mental contaminant
The effect of package shape on consumers' judgments of product volume: Attention as a mental contaminant
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DOI：
10.1086/422117
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发表时间：
2004-09-01
影响因子：
7.2
通讯作者：
Matta, S
中科院分区：
文献类型：
--
作者：
Folkes, V;Matta, S
一系列的实验检验了容器的形状如何影响对产品数量的判断。形状更吸引注意力的包装也被认为包含比吸引较少注意力的相同大小的包装更大的产品体积。注意力的不一致导致了音量判断的“精神污染”。这种偏见适用于不同的容器集合、放置在不同上下文中的容器，以及内容可取性不同的容器。习惯了一个不寻常的容器会吸引注意力，就像观看一个不喜欢的内容的容器一样，可以减少效果。
A series of experiments examined how a container's shape can bias judgments of product quantity. Packages that have shapes that are perceived as attracting more attention are also perceived to contain a greater volume of a product than same-sized packages that attract less attention. The disparity in attention leads to "mental contamination" of the volume judgment. The bias holds for different sets of containers, for containers placed in different contexts, and for containers with contents varying in desirability. Habituation to an unusual container that attracts attention can reduce the effect, as can viewing containers with a disliked content.