| Summary: | 碩士 === 世新大學 === 觀光學研究所(含碩專班) === 96 === People discriminate the size, the volume, and the weight of objects by their vision, they only believe what they see. Is it really the case? We extended one of the studies (Wansink and van Ittersum 2003) relating the effects of shapes to consumption volumes. Wansink and Van Ittersum (2003) had people pour their own drinks into glasses in a series of controlled field experiments. They poured and consumed less juice when give a taller, slender glass. The result showed that the judgment of the vision affected that of perception. In addition different container in the shape and appearance always effect consumers’ judgment. However our research compared the transparent with opaque ones on elongation effect. The purpose of this research was to investigate consumers’ volume perception, pour behavior, and the intention to purchase transparent and opaque containers base on the elongation bias.
The elongation effect by vision perception happened in transparent containers. People usually overestimate the liquid .On the contrary, in opaque container the result will be opposite. The reason was that when consumers judged the liquid volume in an opaque container. They would look at the container from top view. Therefore, when opaque containers were used, the wide and short container would be perceived bigger than tall and slender one. But when people judged the liquid volume in a transparent container, they would look at the container from side view. People will underestimate the liquid volume of the short, wide container when they judge the transparent container from side view. On the contrary, the result will be opposite.
When opaque liquid were filled with transparent container, the volume is less than in the transparent liquid. On the contrary, the result has no difference in opaque container.
Therefore, consumers’ judge their purchase based on the liquid volume of the product because they think the value is higher. With the same price, they will choose transparent containers for a tall, slender shape and opaque container for a short, wide one.
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