Vital Dimensions in Volume Perception: Can the Eye Fool the Stomach?
Raghubir and Krishna ask how expectations formed from visual cues interact with sensory experience in judgements of volume, with container shape as the focus. Across seven laboratory experiments, container height emerges as a main cue people use as a shortcut when judging volume. Shape also affected preference, choice and satisfaction after consumption. The authors discuss implications for package design, communication and pricing.
Raghubir and Krishna ask how expectations formed from visual cues interact with sensory experience in judgements of volume, with container shape as the focus. Across seven laboratory experiments, container height emerges as a main cue people use as a shortcut when judging volume. Shape also affected preference, choice and satisfaction after consumption. The authors discuss implications for package design, communication and pricing.
Written from the abstract, OpenAlex and Crossref records, 2026-11-03.
What our sources record
Recorded when this source was checked, figures included, with page references and quotation marks removed.
Raghubir, P., & Krishna, A. (1999). Vital Dimensions in Volume Perception: Can the Eye Fool the Stomach? Journal of Marketing Research, 36(3). doi:10.1177/002224379903600302 https://doi.org/10.1177/002224379903600302