Featured Research

from universities, journals, and other organizations

Which Holds More: A Tall, Thin Glass Or A Short, Fat One?

Date:
February 13, 2006
Source:
University of Chicago Press Journals
Summary:
A fascinating new study from the March 2006 issue of the Journal of Consumer Research explores how our senses interact to gauge volume, with important implications for perception of consumer products and consumption patterns. Specifically, the article argues that "elongation effect" -- the common tendency to think that a tall, thin glass holds more than a short, stout glass of equal volume -- is reversed when touch is used instead of sight to evaluate how much a container holds.

A fascinating new study from the March 2006 issue of the Journal of Consumer Research explores how our senses interact to gauge volume, with important implications for perception of consumer products and consumption patterns. Specifically, the article argues that "elongation effect" -- the common tendency to think that a tall, thin glass holds more than a short, stout glass of equal volume -- is reversed when touch is used instead of sight to evaluate how much a container holds.

Related Articles


"We tend to focus on physical/product features and not so much on the sensory appeal of products and features," explains Aradhna Krishna (University of Michigan). "There is enormous scope for future research in marketing studying how different senses individually and through their interactions affect consumer perceptions, behavior, and choice."

For one portion of the study, subjects were blindfolded and asked to handle the two glasses. With the removal of sight, subjects perceived the shorter, wider glass to have a larger volume than the taller glass. This reversal was upheld in another portion of the experiment in which subjects were not blindfolded but introduced to visual distractions, including a series of 30-second advertisements.

"In movie theaters where patrons eat popcorn while watching the movie, the visual sense is loaded ... whereas the haptic sense (touch) is occupied for a long time holding the popcorn container," Krishna explains. "If only one type of container is to be sold by the theater, the shorter, fatter one may bring greater satisfaction to consumers."

###

Krishna cites visually loaded social/business occasions as another occasion when this phenomenon might arise.

Aradhna Krishna. "The Effect of Vision versus Touch on the Elongation Bias." Journal of Consumer Research. March 2006.


Story Source:

The above story is based on materials provided by University of Chicago Press Journals. Note: Materials may be edited for content and length.


Cite This Page:

University of Chicago Press Journals. "Which Holds More: A Tall, Thin Glass Or A Short, Fat One?." ScienceDaily. ScienceDaily, 13 February 2006. <www.sciencedaily.com/releases/2006/02/060213093156.htm>.
University of Chicago Press Journals. (2006, February 13). Which Holds More: A Tall, Thin Glass Or A Short, Fat One?. ScienceDaily. Retrieved January 26, 2015 from www.sciencedaily.com/releases/2006/02/060213093156.htm
University of Chicago Press Journals. "Which Holds More: A Tall, Thin Glass Or A Short, Fat One?." ScienceDaily. www.sciencedaily.com/releases/2006/02/060213093156.htm (accessed January 26, 2015).

Share This


More From ScienceDaily



More Mind & Brain News

Monday, January 26, 2015

Featured Research

from universities, journals, and other organizations


Featured Videos

from AP, Reuters, AFP, and other news services

How Technology Is Ruining Snow Days For Students

How Technology Is Ruining Snow Days For Students

Newsy (Jan. 25, 2015) More schools are using online classes to keep from losing time to snow days, but it only works if students have Internet access at home. Video provided by Newsy
Powered by NewsLook.com
Weird Things Couples Do When They Lose Their Phone

Weird Things Couples Do When They Lose Their Phone

BuzzFeed (Jan. 24, 2015) Did you back it up? Do you even know how to do that? Video provided by BuzzFeed
Powered by NewsLook.com
Smart Wristband to Shock Away Bad Habits

Smart Wristband to Shock Away Bad Habits

Reuters - Innovations Video Online (Jan. 23, 2015) A Boston start-up is developing a wristband they say will help users break bad habits by jolting them with an electric shock. Ben Gruber reports. Video provided by Reuters
Powered by NewsLook.com
Amazing Technology Allows Blind Mother to See Her Newborn Son

Amazing Technology Allows Blind Mother to See Her Newborn Son

RightThisMinute (Jan. 23, 2015) Not only is Kathy seeing her newborn son for the first time, but this is actually the first time she has ever seen a baby. Kathy and her sister, Yvonne, have been legally blind since childhood, but thanks to an amazing new technology, eSight glasses, which gives those who are legally blind the ability to see, she got the chance to see the birth of her son. It&apos;s an incredible moment and an even better story. Video provided by RightThisMinute
Powered by NewsLook.com

Search ScienceDaily

Number of stories in archives: 140,361

Find with keyword(s):
Enter a keyword or phrase to search ScienceDaily for related topics and research stories.

Save/Print:
Share:

Breaking News:

Strange & Offbeat Stories


Health & Medicine

Mind & Brain

Living & Well

In Other News

... from NewsDaily.com

Science News

Health News

Environment News

Technology News



Save/Print:
Share:

Free Subscriptions


Get the latest science news with ScienceDaily's free email newsletters, updated daily and weekly. Or view hourly updated newsfeeds in your RSS reader:

Get Social & Mobile


Keep up to date with the latest news from ScienceDaily via social networks and mobile apps:

Have Feedback?


Tell us what you think of ScienceDaily -- we welcome both positive and negative comments. Have any problems using the site? Questions?
Mobile: iPhone Android Web
Follow: Facebook Twitter Google+
Subscribe: RSS Feeds Email Newsletters
Latest Headlines Health & Medicine Mind & Brain Space & Time Matter & Energy Computers & Math Plants & Animals Earth & Climate Fossils & Ruins