Effects on Visual Weight Perceptions of Product Image Locations on Packaging

Abstract

This has recently changed as more researchers are beginning to study the role of packaging in the formation of consumer inferences and how these inferences can affect consumption behavior and judgment. Some of this new research has focused on how the shape of the package influences judgment about the volume of the product (Folkes & Matta, 2004; Krishna, 2006; Raghubir & Greenleaf, 2006; Raghubir & Krishna, 1999; Wansink & Van Ittersum, 2003; Yang & Raghubir, 2005). Other research has studied how the size of the package or container can influence subsequent consumption behavior (Coelho Do Vale, Pieters, & Zeelenberg, 2008; Scott, Nowlis, Mandel, & Morales 2008; Wansink, 1996). Underwood and Klein (2002) have studied how product imagery can affect brand evaluations,again showing that an extrinsic package cue can be used by consumers to infer intrinsic product attributes.