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…

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