整合與分離點心食品的比對方向產生不對稱知覺偏估

The Comparing Directions of Integrated Versus Segregated Snack Food Generate Asymmetrical Perceptual Bias

陳建中(Chien-Chung Chen) ； 楊富茹(Fu-Ru Yang) ； 劉佳玲(Chia-Ling Liu)

《餐旅暨觀光》 10卷3期 (2013/09) Pp. 139-156

https://doi.org/10.6572/JHT.10(3).2

摘要

點心食品的呈現方式有時候是單個大的放在一個包裝裡，有時是數個小的擺在同一包裝中一起販售。過去研究僅單向地探討分離的物體在知覺上容易被高估，很少研究是再以逆向地來比對，並且也很少探討分離的食品是否影響購買意願。本研究利用二個實驗來探討此現象，結果發現以單一大的點心食品為參考點，去比對等量的多個小點心，則會高估其量；而反過來，當以多個小點心食品為參考點時，去比對等量的單一大點心，則會低估其量。此兩者的偏誤呈現不對稱，以後者的偏誤較大。此外，多而小份量的點心食品顯示有較佳的商品評估及購買意願。

關鍵字

點心食品 ； 大小－形重錯覺 ； 完形心理 ； 整合 ； 分離

並列摘要

Snacks packed for sale are displayed in a single portion; however, sometimes they are segregated in separate, smaller portions in a package. Prior research tended to investigate from only one direction and found that segregated objects were perceived as greater than their actual weight. However, few studies have been conducted from the opposing direction to compare single large portion with its segregated, smaller portions and their effect on consumers' purchase intention. The results of this research, consisting of two experiments, show that with a big snack as a referent, the perceived equal amount of small snacks is overestimated, whereas with the small snacks as a referent, the perceived equal amount of the big snack is underestimated. Both perceptual biases are asymmetrical, with the latter more biased than the former. Numerous small portions of snacks have better product evaluation and purchase intention than a single, big snack portion.

並列關鍵字

snacks ； size-weight illusion ； Gestalt psychology ； integration ； segregation

參考文獻

Anderson, N. H.,Cuneo, D. O.(1978).The height + width rule in children's judgments of quantity.Journal of Experimental Psychology.107(4),335-378.

Arnheim, R.(1974).Art & visual perception: A psychology of the creative eye.Berkeley:University of California Press.

Aydinoğlu, N. Z.,Krishna, A.(2011).Guiltless gluttony: The asymmetric effect of size labels on size perceptions and consumption.Journal of Consumer Research.37(6),1095-1112.

Baird, J. C.,Romer, D.,Stein, T.(1970).Test of a cognitive theory of psychophysics: Size discrimination.Perceptual Motor Skills.30(20),495-501.

Calder, B. J.,Phillips, L. W.,Tybout, A. M.(1981).Designing research for application.Journal of Marketing Research.8(2),197-207.