Flying under the Radar: Perverse Package Size Effects on Consumption Self-Regulation

Rita Coelho do Vale, Rik Pieters and Marcel Zeelenberg

Journal of Consumer Research: An Interdisciplinary Quarterly, 2008, vol. 35, issue 3, pages 380-390

Abstract: Consumers believe that small package formats of hedonic, but not of utilitarian, products help to regulate consumption-especially when their self-regulatory concerns are activated. These beliefs may backfire and increase consumption of hedonic products. Specifically, activating self-regulatory concerns had no consumption effects when tempting products came in small package formats. Yet, when tempting products came in large package formats, consumers deliberated most before consumption, were least likely to consume, and consumed the least. This illustrates how small temptations can remain undetected ("flying under the radar") and large package formats may reduce consumption as a result of the experienced self-control conflict. (c) 2008 by JOURNAL OF CONSUMER RESEARCH, Inc..

Date: 2008

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