Real World #1: Perceptual Differences in Consumption: Tableware
Marketing 311
Real World #1: Perceptual Differences in Consumption: Tableware
Perceiving the volume of the food/drink by the shape of the container is very common in our day to day life. These perceptual reasoning can vary from person to person, as it is related with the individual psychological attitude1. Studying the food consumption based on the volume perceived by the shape of the holding container is important for policy makers, managers, health professionals, and dieters or diabetics who are concerned with monitoring and better controlling food and beverage consumption2. Here is this article, psychology of the author in perceiving the volume by shape is analyzed by detailed experiment and observation.
Figure 1: Short-Wide (SW) & Tall-Skinny (TS) glasses used in the experiment.
Figure 1: Short-Wide (SW) & Tall-Skinny (TS) glasses used in the experiment.
Experiment:
The experiments were carried out using a short-wide (SW) glass and a tall-skinny (TS) glass. Orange juice is used as the experiment medium. On visual inspection, these glasses look different in size and shape. Volume of the glasses is given by the relation,
1 TS=2*SW
So, TS hold twice the amount of orange juice as SW. Firstly, these test glasses are kept empty on the flat table as show in the Figure 1.
Orange juice is filled to the maximum into SW and observed, and then the same juice from SW is poured into TS and left on the table for further observation as shown in the Figure 2. This experiment is repeated twice on the same day. Complete observation of these experimental results is explained in the next section.
Figure 2: (a) Juice in SW (b) Juice from SW transferred to TS Figure 2: (a) Juice in SW (b) Juice from SW transferred to TS
Observation:
The author who is the experimenter, felt ‘filling’ by perceiving the juice in SW would be sufficient and good enough to drink. But when that same
Real World #1: Perceptual Differences in Consumption: Tableware
Perceiving the volume of the food/drink by the shape of the container is very common in our day to day life. These perceptual reasoning can vary from person to person, as it is related with the individual psychological attitude1. Studying the food consumption based on the volume perceived by the shape of the holding container is important for policy makers, managers, health professionals, and dieters or diabetics who are concerned with monitoring and better controlling food and beverage consumption2. Here is this article, psychology of the author in perceiving the volume by shape is analyzed by detailed experiment and observation.
Figure 1: Short-Wide (SW) & Tall-Skinny (TS) glasses used in the experiment.
Figure 1: Short-Wide (SW) & Tall-Skinny (TS) glasses used in the experiment.
Experiment:
The experiments were carried out using a short-wide (SW) glass and a tall-skinny (TS) glass. Orange juice is used as the experiment medium. On visual inspection, these glasses look different in size and shape. Volume of the glasses is given by the relation,
1 TS=2*SW
So, TS hold twice the amount of orange juice as SW. Firstly, these test glasses are kept empty on the flat table as show in the Figure 1.
Orange juice is filled to the maximum into SW and observed, and then the same juice from SW is poured into TS and left on the table for further observation as shown in the Figure 2. This experiment is repeated twice on the same day. Complete observation of these experimental results is explained in the next section.
Figure 2: (a) Juice in SW (b) Juice from SW transferred to TS Figure 2: (a) Juice in SW (b) Juice from SW transferred to TS
Observation:
The author who is the experimenter, felt ‘filling’ by perceiving the juice in SW would be sufficient and good enough to drink. But when that same