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- Title
The visual perception of volume: Judgment and fixations for objects.
- Authors
Sammaknejad, Negar; Hoffman, Donald; Escobar, Amy; Foley, Pete; Kwak, Julie
- Abstract
Understanding consumers' perception and judgments of product volume is critical for consumer researchers, package designers, and public health advocates. In this study, in a set of three experiments, observers chose which of two bottle images with different height-to-width ratios depicted greater volume. The elongation bias was replicated and a leftward bias was found. Eye movements were recorded as a measure of attention and pupil dilation was recorded as a measure of cognitive load. Fewer fixations were made to the chosen bottle; the last fixation was more often to the rejected bottle. The top halves of the bottles and the side nearest the alternative bottle receive more attention. There were more fixations, slower responses, and lower confidence for more visually complex bottles. Pupil dilation increased when judging the volume of more complex bottles. The context of a shelf increased confidence in some cases. Implications for packaging design are discussed.
- Subjects
VISUAL fields; EXPERIMENTAL psychology; VISUAL perception
- Publication
BPA - Applied Psychology Bulletin (Bollettino di Psicologia Applicata), 2018, Vol 66, Issue 283, p2
- ISSN
0006-6761
- Publication type
Article
- DOI
10.26387/bpa.283.1