3rd year PhD presentation - Alexandra Festila

In good shape: The influence of container curvature on consumers’ perceptions and consumption

2016.05.30 | Merete Elmann

Date Thu 23 Jun
Time 13:00 14:00
Location Room 1325-242, Department of Management, Aarhus BSS, Aarhus University


Thursday 23 June 2016, Alexandra Festila will present her PhD project at a pre-defence at 13:00 in room 1325-242. The title is:  

In good shape: The influence of container curvature on consumers’ perceptions and consumption

Everyone is welcome!

 

Abstract
Does the curvature of the food container influence consumers’ health-related inferences and consumption volume? And if so, in what way? By means of three experimental studies, we show that the shape of a product container can indeed influence both consumer response (calorie estimation and perceived healthfulness) and consumption. Specifically, our findings indicate that: (a) a food product presented in a container curved outside (convex) leads consumers to believe that the food product is higher in calories and less healthy than when it is presented in a container curved inside (concave); (b) eating from the convex container triggers feeling of guilt for the consumers that try to control their eating; and (c) consumers tend to eat more from a convex container. The findings of our studies are relevant for both marketers and policy makers trying to nudge people into making healthier eating choices.

 

 

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