IDEAS home Printed from https://ideas.repec.org/p/hal/journl/hal-02023767.html
   My bibliography  Save this paper

Les bouteilles peuvent-elles être transcrites en volumes? L'effet de la forme de l'emballage sur la quantité à acheter

Author

Listed:
  • Sha Yang

    (NYU Stern - Leonard N. Stern School of Business - NYU - New York University [New York] - NYU - NYU System)

  • Priya Raghubir

    (Haas School of Business)

Abstract

Quatre études multi-méthodes montrent que plus l'emballage est allongé, moindre en est la quantité achetée. La première étude, réalisée en laboratoire, révèle que les bouteilles de bière sont perçues comme contenant plus de produit que les canettes. Ce résultat est particulièrement vrai pour les faibles consommateurs de bière. Dans la deuxième étude, on a analysé des données magasin qui montrent que la quantité achetée en canette est 63.66 fois plus élevée que la quantité achetée en bouteille. L'étude 3, une enquête de shopping virtuel, démontre que ces effets sont amplifiés lorsque le contexte est socialisant et domestique. L'étude 4, en laboratoire, montre que les résultats ne restent vérifiés que lorsque le niveau de consommation désirée est constant. Nous apportons des implications pour les distributeurs et les chefs de produit.

Suggested Citation

  • Sha Yang & Priya Raghubir, 2006. "Les bouteilles peuvent-elles être transcrites en volumes? L'effet de la forme de l'emballage sur la quantité à acheter," Post-Print hal-02023767, HAL.
    • Handle: RePEc:hal:journl:hal-02023767
    DOI: 10.1177/076737010602100103
    as

    Download full text from publisher

    To our knowledge, this item is not available for download. To find whether it is available, there are three options:
    1. Check below whether another version of this item is available online.
    2. Check on the provider's web page whether it is in fact available.
    3. Perform a search for a similarly titled item that would be available.

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Tian Zeng & Fabien Durif, 2019. "The Influence of Consumers’ Perceived Risks towards Eco-Design Packaging upon the Purchasing Decision Process: An Exploratory Study," Sustainability, MDPI, vol. 11(21), pages 1-29, November.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:hal:journl:hal-02023767. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: CCSD (email available below). General contact details of provider: https://hal.archives-ouvertes.fr/ .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.