The Stability Effect for Weight Judgments

Journal of Marketing Research · 2026 · Volume 63 · Issue 1

Abstract

Package weight and calorie judgments play an important role in food-related consumer decisions. In this article, the authors hypothesize and demonstrate that the bidirectional relationship between package stability and objective weight leads consumers to perceive visually more stable shapes as subjectively heavier: the “shape stability effect” (Study 1). The stability effect is mitigated (replicated) when the context makes volume (weight) judgments more accessible than weight (volume) judgments (Study 2). The shape stability effect has consequences for calorie perceptions (Study 3a) and consumption decisions (Study 3b). The authors also examined the implications for consumers’ willingness to pay (Study 4a). Analysis of an archival dataset (Study 4b) shows that for tasty (healthy) products, price is positively (negatively) associated with shape stability. Theoretically, these results add to the literature on volume and weight judgments and calorie perceptions. Managerial implications for food packaging and positioning are offered.

Keywords

shape stability, weight judgments, calorie perceptions, elongation bias, package shape

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