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Will Product Packaging Density Affect Pre-Purchase Recognition?

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  • 1Department of Industrial and Management Engineering, Hanbat National University, Daejeon 34158, Korea.

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The size-weight illusion (SWI) affects perceived product weight but has limited impact on consumer affect. Optimal product weight and size for affective design depend on the specific product dimensions.

Keywords:
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Area of Science:

  • Psychology
  • Consumer Behavior
  • Product Design

Background:

  • Perceived weight is influenced by factors beyond actual mass, including size, color, and material.
  • The size-weight illusion (SWI) is a known phenomenon affecting weight perception.
  • Understanding SWI's impact on consumer affect is crucial for product development.

Purpose of the Study:

  • To analyze consumer preference and satisfaction in relation to product weight and size.
  • To investigate the occurrence and extent of the size-weight illusion (SWI) in affective responses.
  • To determine optimal weight and size parameters for affective product design, particularly for packaging.

Main Methods:

  • Experiment involving 54 participants evaluating nine cookie box variations (three sizes x three weights).
  • Utilized the modulus method for perceived weight assessment.
  • Employed an 11-point semantic differential (SD) scale to measure preference and satisfaction.

Main Results:

  • Confirmed the occurrence of SWI in perceived weight of cookie boxes, consistent with prior research.
  • Found that SWI had only a partial effect on consumer affect (preference and satisfaction).
  • Preference and satisfaction plateaued or decreased beyond a certain weight, with optimal limits varying by box size.

Conclusions:

  • The size-weight illusion influences perceived weight more strongly than affective responses.
  • Product size significantly moderates the relationship between weight and consumer satisfaction.
  • Findings offer valuable insights for optimizing product and package design to enhance consumer affective experience.