패키지 진열 방향이 칼로리 추정에 미치는 영향
The Effect of Package Display Direction on Calorie Estimation
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패키지는 제품에 대한 소비자의 판단이나 인식에 많은 영향을 끼치는 것으로 알려져 있다. 본 연구는 그 중에서도 패키지의 진열 방향이 식품의 칼로리 추정에 미치는 영향을 탐구하였다. 구체적으로 직사각형의 패키지를 가로 방향으로 눕혀서 진열할 때보다 세로 방향으로 세워서 진열할 때 칼로리 추정이 감소한다는 가설을 검증하고 있으며, 이러한 결과는 세로로 진열된 패키지가 상대적으로 더 날씬해 보이기 때문에 발생한다고 주장하고 있다. 연구 1에서는 104명의 참여자에게 직사각형의 도형을 가로 또는 세로 방향으로 제시한 후 제시 방향에 따라 도형이 주는 인상(impression)이 달라지는 가를 측정하였다. 분석 결과, 직사각형을 가로로 눕혔을 때보다 세로로 세웠을 때 더 날씬해 보이는 것으로 나타났다. 연구 2에서는 실제 식품 5개를 사용하여 가로 또는 세로 방향으로 제시한 후 그에 따라 칼로리 추정이 달라지는 가를 55명의 참여자를 통해 검증하였다. 그 결과 5개 식품 모두에서 가로 방향보다 세로 방향으로 진열되었을 때 칼로리 추정이 낮아지는 결과를 보였다. 본 연구는 패키지의 진열 방향이 칼로리 추정에 영향을 미치는 요인임을 처음으로 보였다는 점에서 그 의의를 가진다. 그러나 저자가 주장하는 심리적 기제를 검증하는 분석이 충분치 않아 한계점 역시 존재한다. 향후 연구에서 심리적 기제 이외에도 다양한 조절요인(moderator)들을 찾는다면 패키지 진열 방향과 칼로리 추정 간의 관계를 보다 정교하게 파악할 수 있을 것이다.
Abstract
Previous research has shown that packages influence consumers' judgment and perception of products. Cohering with the findings, this article demonstrates that the display direction of a package affects calorie estimation of food. Specifically, the vertical(vs. horizontal) display of a package decreases calorie perception of foods and we argue that this effect arises from the perceived slimness of a vertically displayed package. In study 1, 104 participants were presented with a rectangular figure that was displayed either in a horizontal or vertical direction, and we tested whether the impressions about the figure varied with the display direction. The results show that the vertically displayed rectangle was perceived slimmer than the horizontally displayed rectangle. In study2, five food products were displayed either in a horizontal or vertical direction, and 55 participants estimated the calories for each of five products. We find that all five products were perceived as having fewer calories when they were vertically presented than horizontally presented. This study firstly demonstrates that calorie estimation can be changed by the display direction of a package. However, the underlying mechanism explaining this effect is not fully examined in this article. Including the mediation test, future study can investigate potential factors to moderate the effect of package display direction on calorie estimation.
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