Abstract

Elongation bias is consumer’s faulty perception toward a product. Elongation bias happens on visual, touch, and hearing   senses. This research focused on product of tea that bottled in different kind of container and volume. Results on visual perception show that elongation bias exists in subject’s perception about the volume of tea. A taller bottle is always perceived has a greater volume than a shorter one. Therefore for the economical reason, with the same price of tea, subjects prefer to buy a taller bottle.