Flying under the Radar: Perverse Package Size Effects on Consumption Self-Regulation
Rita Coelho do Vale, Rik Pieters, Marcel Zeelenberg
Journal of Consumer Research · 2008 · Volume 35 · Issue 3
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.
Keywords
Beliefs, Consumer Welfare/Quality of Life, Motivation/Desires/Goals, Packaging
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