Real World #1: Perceptual Differences in Consumption: Tableware

809 WordsApr 27, 20134 Pages
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…show more content…
The same volume of juice did make a difference when perceived from SW and TS. Author repeated the same experiment with another person, but the juice was poured by the author in SW and TS is of same volume. It is noticed that people have the tendency to choose SW more likely than TS. Inference: Psychologically speaking, ‘FILLINGNESS’ is the key factor that involved with personal food habit3. People feel satisfied by having a filling meal than having a healthier meal; this same phenomenon was felt by the author which can be summarized as the result of the above experiment. Based on the observation from the experiments, shape of the glasses determines the perceptual differences in consumption of the orange juice, even though both SW and TS has same volume of juice. With juice in TS, one can easily feel incomplete! i.e. people can’t make out weather the quantity of content is sufficient for them, it may or may not as the level of the content is somewhere between the half or ¾ of TS. On the other hand, when juice is given in SW, people perceive that the content in SW is ‘FULL’, even if that cannot be sufficient, they make their mind to accept the juice in SW is sufficient for them. The observation and inference made through the experiment can be well related with research done by Wansink5 et al. and Raghubir4 et al. Their study confirms that elongation influences pouring and consumption in natural environment and

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