In this short video, my co-author Nailya Odabayeva demonstrates how our brain, because it adds the changes in height, width, and length of objects instead of multiplying them, fails to notice even large downsizing when the package is elongated.
This video was produced by Peter McGraw (check out his blog), another marketing professor but at the University of Colorado.
The paper is forthcoming in the Journal of Marketing. You can already download the paper here. You can download the Excel Macro that will help you determine the optimal dimensions to obtain the desired size impression here.
Ordabayeva, Nailya and Pierre Chandon (2013) “Predicting and Managing Consumers’ Package Size Impressions.” Journal of Marketing.
I am the L'Oréal Chaired Professor of Marketing, Innovation, and Creativity at INSEAD.
On this blog, you can access my research on food marketing and my branding cases.
twitter.com/pierrechandon.
No comments:
Post a Comment