In this paper, we propose a psychophysical model of how consumers make area judgments that is based on behavioral assumptions. The model predicts that a single linear dimension inappropriately dominates the two-dimensional area comparison task, and that contextual factors affect which linear dimension dominates the task. The relative use of the second dimension is modeled as a function of its relative salience.
Contextual salience is manipulated through the manner in which information is presented.
Four controlled laboratory studies test model predictions using different operationalisations of contextual salience. Underlining the external validity of these findings, a field experiment shows that container shape significantly affects quantity purchased and overall sales. The paper highlights biases in area comparison judgements as a function of area shape and size. The model, though parsimonious, demonstrates good predictive ability and explains seemingly contradictory results in the cognitive psychology literature. The research extends the cognitive psychology literature to marketing domains of the price consumers are willing to pay, and the quantity they purchase as a function on shape and size of package.