Ratios in Proportion: What Should the Shape of the Package Be?
通过两个实验室研究和现场数据分析，发现矩形产品或包装的边长比例会影响购买意愿和偏好，且与市场需求相关；比例的影响还取决于使用情境的严肃程度。
Consumers’ reactions to rectangles have implications for package and product design. In two lab studies and an analysis of field data, the authors find that the ratio of the sides of a rectangular product or package can influence purchase intentions and preferences and is related to marketplace demand. In more exploratory inquiries, the authors also find that the impact of this ratio on consumers depends on the relative seriousness of the context in which the product is used. Furthermore, ratio can also affect product perceptions, and consumers appear to prefer a range of contiguous ratios for different contexts rather than a particular ratio.