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

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).



Citation:

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, Pages: .

Authors

Amy N. Dalton, Hong Kong University of Science and Technology, Hong Kong, China
Keith Wilcox, Columbia University, USA



Volume

NA - Advances in Consumer Research Volume 41 | 2013



Share Proceeding

Featured papers

See More

Featured

Millionaires on Instagram: Millennials’ Display of Experiential Luxury and Personal Branding Strategies on Visual Social Media

Marina Leban, ESCP Europe, France
Benjamin G. Voyer, ESCP Europe, France

Read More

Featured

Changes in Social Values in the United States – 1976-2017: Is a New Age of Tribalism Emerging?

Eda Gurel-Atay, Independent Researcher
Johnny Chen, University of Oregon, USA
Wang Suk Suh, University of Oregon, USA
Lynn R. Kahle, University of Oregon, USA

Read More

Featured

P5. Can(Can’t) Control, thus Try to Save (Earn): The Joint Effect of Perceived Control and Financial Deprivation on Financial Decisions

Min Jung Kim, Manhattan College

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.