The Completeness Heuristic: Product Shape Completeness Influences Size Perceptions, Preference, and Consumption

Julio Sevilla · Barbara E. Kahn

70 citations0/0 files storedJournal of Marketing Research

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Decision-Making and Behavioral Economics Consumer Market Behavior and Pricing Consumer Packaging Perceptions and Trends

Abstract

This research demonstrates the effect of the completeness of a product's shape on size perceptions, preference, and consumption quantities. The authors show that people estimate an incompletely shaped product to be smaller and, therefore, prefer it less in general than a completely shaped one of equal size and weight. They also find that the reduced size estimations for incompletely shaped products lead to increased consumption quantities of this type of item. Finally, the authors demonstrate that the “completeness heuristic” operates even when the incompletely shaped item has a larger primary dimension than its completely shaped counterpart.

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References

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