Flying under the radar: perverse package size effects on consumption self-regulation

Rita Coelho do Vale, Rik Peters*, Marcel Zeelenberg

*Corresponding author for this work

Research output: Contribution to journalArticlepeer-review

115 Citations (Scopus)

Abstract

Consumers believe that small package formats of hedonihedonlcc, 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 hedonlc 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.

Original languageEnglish
Pages (from-to)380-390
Number of pages11
JournalJournal of Consumer Research
Volume35
Issue number3
DOIs
Publication statusPublished - Oct 2008
Externally publishedYes

Keywords

  • Beliefs
  • Consumer welfare
  • Quality of life
  • Motivation
  • Desires
  • Goals
  • Packaging

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