Quantity Aversion: Self-Control and Consumers’ Preference For Quality Versus Quantity

Amy N. Dalton, Hong Kong University of Science and Technology, Hong Kong, China
Keith Wilcox, Columbia University, USA
How does self-control affect quantity-quality tradeoffs? High self-control consumers avoid quantity in favor of quality—a phenomenon we call quantity aversion. Quantity aversion is eliminated when situational factors (including depletion and licensing) lower consumers’ desire to exert self-control. Interestingly, quantity aversion occurs even in non-indulgent product categories (e.g., dishwashing soap).
[ to cite ]:
Amy N. Dalton and Keith Wilcox (2013) ,"Quantity Aversion: Self-Control and Consumers’ Preference For Quality Versus Quantity", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research.