The Interaction of Senses: The Effect of Vision versus Touch on the Elongation Bias

We highlight the role of interacting senses on consumer judgment. Specifically, we focus on the role of the visual and haptic (touch) senses on the elongation bias, which predicts that the taller of two equivolume objects will appear bigger. We show that sensory modality will affect the extent (and even direction) of the elongation bias—with visual cues alone and with bimodal “visual and haptic cues” (seeing and handling the objects), we obtain the elongation bias; however, with haptic cues alone (handling the objects blindfolded) and in bimodal judgments with visual load, we obtain a reversal of the elongation bias.