影响产品体积知觉的形状效应研究

产品包装是现代营销的重要手段之一,也是消费与广告心理学领域的研究热点之一。产品包装的形状、尺寸和体积大小都会影响到消费者的判断、购买决策和消费行为。本文就影响产品体积知觉的高径比效应(elongation),从其概念、形状消费错觉与形重错觉的关系、实际消费中的体积知觉效应,以及注意对形状效应的影响等方面进行了阐述,并作了简要的评论。

A Review of Research on the Effect of Package Shape on Perceived Volume

Product packaging was very important in modern market,becoming a hot topic of research in the field of Consumer and Advertisement Psychology.The shape of package and volume of product could affect consumer behavior such as judgment,decision,purchase etc.Previous studies focused on the package of goods and the effect of package shape.Recently some studies focused on whether the elongation would have impact on consumer behaviors,and how the elongation affected perceived volume.This paper introduced the main ideas of the effect of package shape:elongation effect and reviewed the concept of elongation,the relationship between perceived size-consumption illusion (PCI) and size-weight illusion (SWI),the effect of perceived volume on actual consumption and the effect of attention on elongation.Finally some issues of this effect and these kinds of research were discussed.