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 November 21, 2014 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 November 21, 2014).

Share This


More From ScienceDaily



More Mind & Brain News

Friday, November 21, 2014

Featured Research

from universities, journals, and other organizations


Featured Videos

from AP, Reuters, AFP, and other news services

Could Your Genes Be The Reason You're Single?

Could Your Genes Be The Reason You're Single?

Newsy (Nov. 21, 2014) Researchers in Beijing discovered a gene called 5-HTA1, and carriers are reportedly 20 percent more likely to be single. Video provided by Newsy
Powered by NewsLook.com
Milestone Birthdays Can Bring Existential Crisis, Study Says

Milestone Birthdays Can Bring Existential Crisis, Study Says

Newsy (Nov. 21, 2014) Researchers find that as people approach new decades in their lives they make bigger life decisions. Video provided by Newsy
Powered by NewsLook.com
Your Complicated Job Might Keep Your Brain Young

Your Complicated Job Might Keep Your Brain Young

Newsy (Nov. 20, 2014) Researchers at the University of Edinburgh found the more complex your job is, the sharper your cognitive skills will likely be as you age. Video provided by Newsy
Powered by NewsLook.com
100-Year-Old Woman Sees Ocean for First Time

100-Year-Old Woman Sees Ocean for First Time

AP (Nov. 20, 2014) Ruby Holt spent most of her 100 years on a farm in rural Tennessee, picking cotton and raising four children. She saw the ocean for the first time thanks to her assisted living center and a group that grants wishes to the elderly. (Nov. 20) Video provided by AP
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