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 16 oz. lemonade pair, the shorter, more squat lemonade bottle had an unusual rippled or jagged contour instead of the smooth contour of the taller, more elongated control bottle.


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