Bigger = Better

Spielmann and Rossi “Through four studies, including a field study, we examine the associative semantic schema deduced from wider (versus narrower) glassware rim and how the ‘bigger is better’ bias influences consumer purchase behavior (i.e., choice, consumption, purchase intentions, and willingness to pay). The findings show that consumers are more likely to value beverages when the glass rim is wider. . . . Wider glass rims signal a ‘bigger experience,’ inciting consumers to purchase more expensive beverages, to consume a greater volume of beverage, and to express higher intentions to purchase when presented with wider rim glasses. . . .  we test different beverages (e.g. wine, cider, juice, soda), different types of glasses (e.g., wine and ‘water/juice’), different settings (e.g., field, lab, online), and different samples (e.g., actual consumers, students, panel members). . . . consumers deduce more please from a wider rim (i.e., bigger rim results in bigger pleasure.”  The “bigger is better” bias can likely be found across a variety of designed experiences.

Nathalie Spielmann and Patricia Rossi. 2024. “Let’s Drink to That! How Wider Glass Rim Leads to More Pleasurable Purchases.” Journal of Business Research, vol. 175, 114579, https://doi.org/10.1016/j.jbusres.2024.114579