Ice creams are served in a round tub and juices are served in tall slim glasses. Is there anything fuzzy about it?. Yes, indeed as a consumer we feel we were served more. If you want to test it, go ahead and pour the same amount of juice in standard measuring water bottle – you will get know how much you were actually served. A consumer normally don’t know differences when they are subtle. Though, they identify the differences when they are salient and extreme.

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Pic 1: Do we really notice these things during purchase? Source: https://consumerhelpline.wordpress.com

Ernst Heinrich Weber a psychologist of 17th century studied how people differentiate between the same stimuli in two different occasions. Imagine you are now lifting  2 pounds of chocolate in your hand and then if you lift a 2.1 pounds of chocolate in the second occasion. Will you feel the difference?. Continue reading

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