Item

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

Coelho Do Vale,R.M.R.D.
; 
Pieters,R.
; 
Zeelenberg,M.
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.
Description
Date
2008
Journal Title
Journal ISSN
Volume Title
Publisher
Collections
Tilburg University Research Output Collection
Show all metadata
Research Projects
Organizational Units
Journal Issue
Keywords
Citation
Coelho Do Vale, R M R D, Pieters, R & Zeelenberg, M 2008, 'Flying under the radar : Perverse package size effects on consumption self-regulation', Journal of Consumer Research, vol. 35, no. 3, pp. 380-390.
URI
https://hdl.handle.net/20.500.14602/48608
License
info:eu-repo/semantics/restrictedAccess
Embedded videos