People aren’t very good at judging changes in size. For example, I’ve found in my research with colleagues that when you make something bigger, people routinely underestimate how much bigger it is. This happens because, when estimating the volume of objects, we visually add instead of multiplying the changes in height, width, and length. So although increasing the height, width, and length of any object by 26% is enough to double its volume (because (1.26)3=2), to our eyes it will only look around 78% bigger (or 26%x3).
Customers Aren’t Very Good at Judging Product Sizing
And what that means for marketers.
November 11, 2015
New!
HBR Learning
Marketing Essentials Course
Accelerate your career with Harvard ManageMentor®. HBR Learning’s online leadership training helps you hone your skills with courses like Marketing Essentials. Earn badges to share on LinkedIn and your resume. Access more than 40 courses trusted by Fortune 500 companies.
Learn how to communicate with your customers—strategically.
Learn More & See All Courses
New!
HBR Learning
Marketing Essentials Course
Accelerate your career with Harvard ManageMentor®. HBR Learning’s online leadership training helps you hone your skills with courses like Marketing Essentials. Earn badges to share on LinkedIn and your resume. Access more than 40 courses trusted by Fortune 500 companies.
Learn how to communicate with your customers—strategically.