Variable Details:

Source:

Folkes, Valerie, and Shashi Matta (2004), "The Effect of Package Shape on Consumers’ Judgments of Product Volume: Attention as a Mental Contaminant", Journal of Consumer Research, 31, 390-401.
[Endnote]


Variable



Definition:

  • Within each pair, one container attracted attention more because it had a more unusual shape for the product class than the control container. For the 10 oz. apple juice pair, the shorter bottle should have attracted attention because it was different from other packages in its squat, apple-like shape.


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