Journal article

The Effect of Package Shape on Consumers’ Judgments of Product Volume: Attention as a Mental Contaminant

Folkes V, Matta S ...see all

Journal of Consumer Research, vol. 31, issue 2 (2004) pp. 390-401

  • 159


    Mendeley users who have this article in their library.
  • 83


    Citations of this article.
Sign in to save reference


A series of experiments examined how a container’s shape can bias judgments of product quantity. Packages that have shapes that are perceived as attracting more attention are also perceived to contain a greater volume of a product than same-sized packages that attract less attention. The disparity in attention leads to “mental contamination” of the volume judgment. The bias holds for different sets of containers, for containers placed in different contexts, and for containers with contents varying in desirability. Habituation to an unusual container that attracts attention can reduce the effect, as can viewing containers with a disliked content.

Get free article suggestions today

Mendeley saves you time finding and organizing research

Sign up here
Already have an account ?Sign in

Find this document

Get full text


  • Valerie Folkes

  • Shashi Matta

Cite this document

Choose a citation style from the tabs below

Save time finding and organizing research with Mendeley

Sign up for free