Supersize in One Dimension, Downsize in Three Dimensions: Effects of Spatial Dimensionality on Size Perceptions and Preferences

Understanding consumer response to product supersizing and downsizing is important for policy makers, consumer researchers, and marketers. In three laboratory experiments and two field studies, the authors find that changes in size appear smaller when packages and portions change in all three spatial dimensions—height, width, and length—than when they change in only one dimension. Specifically, they show that size estimations follow an inelastic...