Package size and elongination affects shopper’s judgement and purchase decisions | Shopper Marketing Insights by Ecolean

Package size and elongination affects shopper’s judgement and purchase decisions

01 26 2021

Package size and elongination affects shopper’s judgement and purchase decisions

Package size, shape, and elongation affects shopper judgment and decisions, but not always in easily uncovered ways. Shoppers appear to use these things as simplifying visual heuristics to make volume judgments. Generally, they perceive more elongated packages to be larger, even when they frequently purchase these packages and can experience true volume. This means that disconfirmation of package size after consumption may not lead shoppers to revise their volume judgments in the long term.

Shopper marketing insights by ecolean

Shopper Marketing Insights by Ecolean provides interesting shopper insights from the FMCG world with focus on why packaging is an essential marketing tool and how brands and retailers can reach the ever-evolving shopper.

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