How Squeeze Tubes Affect Consumption Volume

Elke Huyghe, Ghent University, Belgium
Maggie Geuens, Ghent University, Belgium
Iris Vermeir, Ghent University, Belgium
Convenient packagings have been increasingly added to product assortments. Two studies show that consumers use less of a product when it comes in a squeeze tube versus a traditional container. A third study shows that the ease of consumption monitoring drives the effect which is more prominent for unrestrained eaters.
[ to cite ]:
Elke Huyghe, Maggie Geuens, and Iris Vermeir (2015) ,"How Squeeze Tubes Affect Consumption Volume", in NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl and Carolyn Yoon, Duluth, MN : Association for Consumer Research, Pages: 567-568.