MCS 3600 Midterm: MCS3600 – Midterm 1

• School: University of Guelph
• Department: Marketing and Consumer Studies
• Course: MCS 3600
• Professor: Sungwan Yi

Document Summary

The influence of elongation on pouring and consumption volume. Study 1: how elongation influences the perceived and actual volume of juice poured by children. H1: diet-conscious children in a given self-service cafeteria pour and consumer more juice when given a short and wide glass compared to those given a tall and slender glass that have the identical holding capacity. Gender affect found; females poured less than males. No interaction b/w gender and glass shape; shape of glass equally influenced males and females. No other covariates influenced actual volume poured and none influenced perceived volume poured. Campers given a short and wide glass poured and consumed more (74. 37%) than those given tall and slender glass but perceived themselves as having poured less. Elongation of glasses negatively influences pouring volume when people pour their own drinks. 97% finished their drinks; conclude elongation negatively influences consumption volume in a single-serving context.