| Summary: | 碩士 === 明新科技大學 === 管理研究所 === 101 === In many purpose of various containers, the packaging will cause different weight. Research has shown that packaging appearance can affect consumers' volume judgment. However, research rarely consider to discussing the role of container weight in volume judgment. This study explored the effect of weight on volume judgment within the viewpoint of the embodied cognition. Also, the mediate effect of need for touch is included.
This research adopted the experimental method. There are two STUDIES in the research. Firstly, the STUDY 1 is designed to explore the effect of perceived weight on volume judgment. Two kinds of weight, product weight and carrying weight, were included. STUDY 1A was to explore effect of the product weight on volume judgment. The results indicated that the product weight had a significant influence on product judgment. Participants who hold a heavy container perceived more volume than those who hold a light container. STUDY 1B examined the effect of the carrying weight experience on volume judgment. The results showed that participants who carry a heavy shopping bag perceived more volume than those who carry a light shopping bag. Secondly, STUDY2 added NFT to explore the interference of weight on volume judgment. By adopting a 2 (weight: heavy vs. light) x 2 (NFT: high vs. low) experimental design, the results indicated that, high NFT participants, they perceived more volume when they carried a light bag than when carried a heavy bag. And, there is no significant effect of carrying weight on volume judgment for participants who with low NFT.
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