商品的外型尺寸影响消费者的选择
文章来源:未知 文章作者:enread 发布时间:2014-06-04 06:42 字体: [ ]  进入论坛
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Which look bigger, packages of complicated shape or packages of simple shape? Some prior research shows that complex packages appear larger than simple packages of equal volume, while other research has shown the opposite -- that simple packages look bigger than the more complex. US researchers, writing in the International Journal of Management Practice believe they have resolved this dilemma1. Lawrence Garber of Elon University in North Carolina and Eva Hyatt and Ünal Boya of Appalachian State University report that human beings are just not very good at estimating the size of objects, meaning that it is often size appearance and not actual size that affects things like consumer choice. And it is aspects such as package shape and the number of packages viewed all at once that contribute to this error. The team asked volunteers to estimate the relative volumes of sets of packages whose shapes are simple or complex, presented in groups of between two and sixteen packages.
 
The results of this experiment demonstrate that presentation context affects a person's impression of size much more than was previously2 thought. "When packages are displayed in sets of nine or more, packages of simple shape appear larger than packages of complex shape," the team reports. "But, when packages are presented in sets of eight or fewer, complex packages appear larger than simple packages."
 
Garber and colleagues suggest that this reversal of perception means that how we estimate the volume of a given package is affected3 markedly by whether or not other packages are in the same "visual tableau4(画面)." Moreover, the way we estimate volume of packages is flipped5 when the complexity6 of such a tableau leads to cognitive7 overload8.
 
"One implication of this finding is that a package that appears smaller than another when the two are viewed sitting on a crowded store shelf, may actually appear bigger when the two are picked up and held in a consumer's hands," Garber says.


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1 dilemma Vlzzf     
n.困境,进退两难的局面
参考例句:
  • I am on the horns of a dilemma about the matter.这件事使我进退两难。
  • He was thrown into a dilemma.他陷入困境。
2 previously bkzzzC     
adv.以前,先前(地)
参考例句:
  • The bicycle tyre blew out at a previously damaged point.自行车胎在以前损坏过的地方又爆开了。
  • Let me digress for a moment and explain what had happened previously.让我岔开一会儿,解释原先发生了什么。
3 affected TzUzg0     
adj.不自然的,假装的
参考例句:
  • She showed an affected interest in our subject.她假装对我们的课题感到兴趣。
  • His manners are affected.他的态度不自然。
4 tableau nq0wi     
n.画面,活人画(舞台上活人扮的静态画面)
参考例句:
  • The movie was a tableau of a soldier's life.这部电影的画面生动地描绘了军人的生活。
  • History is nothing more than a tableau of crimes and misfortunes.历史不过是由罪恶和灾难构成的静止舞台造型罢了。
5 flipped 5bef9da31993fe26a832c7d4b9630147     
轻弹( flip的过去式和过去分词 ); 按(开关); 快速翻转; 急挥
参考例句:
  • The plane flipped and crashed. 飞机猛地翻转,撞毁了。
  • The carter flipped at the horse with his whip. 赶大车的人扬鞭朝着马轻轻地抽打。
6 complexity KO9z3     
n.复杂(性),复杂的事物
参考例句:
  • Only now did he understand the full complexity of the problem.直到现在他才明白这一问题的全部复杂性。
  • The complexity of the road map puzzled me.错综复杂的公路图把我搞糊涂了。
7 cognitive Uqwz0     
adj.认知的,认识的,有感知的
参考例句:
  • As children grow older,their cognitive processes become sharper.孩子们越长越大,他们的认知过程变得更为敏锐。
  • The cognitive psychologist is like the tinker who wants to know how a clock works.认知心理学者倒很像一个需要通晓钟表如何运转的钟表修理匠。
8 overload RmHz40     
vt.使超载;n.超载
参考例句:
  • Don't overload the boat or it will sink.别超载,否则船会沉。
  • Large meals overload the digestive system.吃得太饱会加重消化系统的负担。
TAG标签: shape packages volumes
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