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The effect of package shape on calorie estimation

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  • Koo, Jieun
  • Suk, Kwanho

Abstract

This research investigates how the shape of a package influences the estimation of calories. Study 1 shows that food in taller packages is perceived as having fewer calories than food in wider packages. Study 2 demonstrates that package shape has opposite effects on the estimations of calorie and volume: food in taller packages appears to have fewer calories but to be greater in volume than food in wider packages. Study 3 investigates the differences between the estimation processes for calorie and volume by manipulating the order of the two tasks. Finally, Study 4 shows that taller (vs. wider) packages increase the consumption of food when participants are mindful of calorie intake.

Suggested Citation

  • Koo, Jieun & Suk, Kwanho, 2016. "The effect of package shape on calorie estimation," International Journal of Research in Marketing, Elsevier, vol. 33(4), pages 856-867.
    • Handle: RePEc:eee:ijrema:v:33:y:2016:i:4:p:856-867
    DOI: 10.1016/j.ijresmar.2016.03.002
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    References listed on IDEAS

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    1. Pierre Chandon, 2013. "How Package Design and Packaged-based Marketing Claims Lead to Overeating," Applied Economic Perspectives and Policy, Agricultural and Applied Economics Association, vol. 35(1), pages 7-31.
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    8. Pierre Chandon, 2013. "How Package Design and Packaged-based Marketing Claims Lead to Overeating," Applied Economic Perspectives and Policy, Agricultural and Applied Economics Association, vol. 35(1), pages 7-31.
    9. Lin, Hung-Ming, 2013. "Does container weight influence judgments of volume?," International Journal of Research in Marketing, Elsevier, vol. 30(3), pages 308-309.
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    Cited by:

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    3. Eva Marckhgott & Bernadette Kamleitner, 2019. "Matte matters: when matte packaging increases perceptions of food naturalness," Marketing Letters, Springer, vol. 30(2), pages 167-178, June.
    4. Wang, Jie & Zhang, Xiadan & Jiang, Jing, 2022. "Healthy-Angular, unhealthy-circular: Effects of the fit between shapes and healthiness on consumer food preferences," Journal of Business Research, Elsevier, vol. 139(C), pages 740-750.
    5. Shen, Liang & Cai, Fengyan & Wyer, Robert S., 2022. "How the interplay of variety and processing strategy affects calorie estimates," Journal of Business Research, Elsevier, vol. 147(C), pages 97-107.
    6. Haiying Wang & Muhamad Abdul Aziz Ab Gani & Chang Liu, 2023. "Impact of Snack Food Packaging Design Characteristics on Consumer Purchase Decisions," SAGE Open, , vol. 13(2), pages 21582440231, April.
    7. Aner Tal & Yaniv Gvili & Moty Amar, 2021. "Visual Size Matters: The Effect of Product Depiction Size on Calorie Estimates," IJERPH, MDPI, vol. 18(23), pages 1-19, November.
    8. Marion Garaus & Christian Garaus & Elisabeth Wolfsteiner & Charlotte Jermendy, 2022. "Anthropomorphism as a Differentiation Strategy for Standardized Reusable Glass Containers," Sustainability, MDPI, vol. 14(15), pages 1-17, August.
    9. Kevin L. Sample & Henrik Hagtvedt & S. Adam Brasel, 2020. "Components of visual perception in marketing contexts: a conceptual framework and review," Journal of the Academy of Marketing Science, Springer, vol. 48(3), pages 405-421, May.

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