The Cultural Influence on Perceived Quantity

Abstract

Variety in an assortment has been known to reduce the quantity perception of items. Individuals heavily rely on area cue when they perceive the quantity of items. People tend to perceive a single color or a shape unit as one area but the variety breaks up the areas into multiple colors or shape units. Little has been known about the mechanism underlying the relationship between the quantity perception and the variety. This research examined the cultural effects on the process of quantity perception and found that feminine cultural characteristics moderates the quantity perception when the area cues are associated with diverse colors.