Consumer Usage of Ultra-Concentrated Products

Maura L. Scott, University of Kentucky, USA
Stephen M. Nowlis, Arizona State University, USA
Naomi Mandel, Arizona State University, USA
Product and package innovations frequently result in smaller packages with greater product potency. This widespread phenomenon of product “ultra-concentration” is present in numerous product categories including laundry detergent, medication, and energy drinks; however, ultra-concentration and its impact on consumption behavior has not been examined. This research explores the circumstances under which consumers overuse ultra-concentrated products, and which cues help them consume the prescribed amount. Two experiments demonstrate that though consumers understand the required amount to use, they tend to significantly over-consume ultra-concentrated products. Conflicting hypotheses examine the role of perceptual distortions and anchoring and adjusting to explain these consumption patterns.
[ to cite ]:
Maura L. Scott, Stephen M. Nowlis, and Naomi Mandel (2009) ,"Consumer Usage of Ultra-Concentrated Products", in NA - Advances in Consumer Research Volume 36, eds. Ann L. McGill and Sharon Shavitt, Duluth, MN : Association for Consumer Research, Pages: 195-197.