Based on cognitive developmental theory, this study examined children's understanding of the product package in terms of size. Using a laboratory experiment with specially designed product packages, it was found that younger, preoperational children expect the package to be a determinant of the size of its contained object. Further, many children within this group did not understand the proportional relationship between package size and consumption need. Older, concrete operational children appeared to understand package size. In addition to cognitive stage, the mediating effects of ethnicity and social class were examined.
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