期刊
JOURNAL OF CONSUMER PSYCHOLOGY
卷 20, 期 4, 页码 398-409出版社
JOHN WILEY & SONS LTD
DOI: 10.1016/j.jcps.2010.06.007
关键词
Anchoring; Packaging; Food consumption
Across a series of three studies, we demonstrate that the number of product units displayed on a package biases consumers' perceptions of product quantity (i.e., the number of snack items the package contains) and actual consumption. Specifically, we demonstrate that consumers use an anchoring heuristic to infer that packages that display a greater number of product units (e.g., 15 pretzels vs. 3 pretzels) have a higher product quantity inside. Importantly, we demonstrate that actual consumption of the food product follows this anchor judgment. The studies demonstrate that these effects are moderated by level of visual processing and that they are robust even in the presence of verbal information. (C) 2010 Society for Consumer Psychology. Published by Elsevier Inc. All rights reserved.
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