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Marketing textbook, chapter 3

Consumer behaviour → Mental processes → Cognitive processes → Process of information processing - perception and judgement (Chapter 3.4.2.3)

The so-called Shepard tables are an impressive optical illusion created by psychologist Roger Shepard.

If you compare the two tables standing in the same room in the illustration, they appear to be different sizes. However, if you project the left table top onto the right table, you will be surprised to realise that the length and width of both table tops are identical. This optical illusion is created by mixing the two-dimensional view in the image and the three-dimensional reality. Our environment is spatial, but its image on the retina is flat, so our brain has to reconstruct the third dimension and errors creep in. In reality, a table is always a rectangle - and not a parallelogram as shown in the illustration. However, our brain sees something similar to a table and constructs an ordinary table based on our experience. It thus compensates for the actual distortion of the tables.

Illustration of the Shepard tables: Two tables drawn in perspective, whose table tops appear to be of different lengths and widths despite their identical shape. Left-hand table: It is orientated vertically and looks like a long, narrow buffet table. The narrow side faces forwards. Right-hand table: It is turned horizontally and appears almost square and significantly wider than the left-hand table.
Shepard tables

Sources:

Yellow book cover with the title „MARKETING - Introduction to Theory and Practice“ in white and blue letters. At the bottom are two colourful, stylised hands that together form a heart. Authors: Andreas Scharf, Bernd Schubert, Patrick Hehn and Stephanie Glassl. Publisher: Schäffer-Poeschel.
Marketing textbook,
8th edition

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