Sneaky Small Sins Flying Under the Radar: Package Sizes and Consumption Self-Regulation

Contrary to the general belief that consumers are better able to self-regulate their consumption when tempting products are presented in small package sizes, we found that larger package sizes can be better self-regulatory tools. We propose that large package sizes, compared to small package sizes, are more likely to activate a conflict between indulging in temptation versus self-regulatory goals, which prompt efforts to exert self-control. As hypothesized, the offer of tempting products in large package sizes, compared with small package sizes, reduced the likelihood of consumers with high self-regulatory concerns initiating consumption and led to lower total quantities consumed.



Citation:

Rita Coelho do Vale, Rik Pieters, and Marcel Zeelenberg (2008) ,"Sneaky Small Sins Flying Under the Radar: Package Sizes and Consumption Self-Regulation", in NA - Advances in Consumer Research Volume 35, eds. Angela Y. Lee and Dilip Soman, Duluth, MN : Association for Consumer Research, Pages: 843-844.

Authors

Rita Coelho do Vale, ISEG-Economics and Business School, Portugal
Rik Pieters, Tilburg University, The Netherlands
Marcel Zeelenberg, Tilburg University, The Netherlands



Volume

NA - Advances in Consumer Research Volume 35 | 2008



Share Proceeding

Featured papers

See More

Featured

Teaching Consumer Resistance in Jamaica: Subvertising in Action

Michelle Renee Nelson, University of Illinois at Urbana-Champaign, USA
Yanyun (Mia) Wang, University of Illinois at Urbana-Champaign, USA
Kathy Tian, University of Illinois at Urbana-Champaign, USA
Gail Ferguson, University of Illinois at Urbana-Champaign, USA
Rachel Powell, CDC Foundation
Candace Wray, University of West Indies

Read More

Featured

L10. How Physical Distance and Power Distance Belief Affect Salesperson Evaluations and Purchase Intentions

Chia-Wei Joy Lin, University of Tennessee at Chattanooga
Saerom Lee, University of Texas at San Antonio, USA
Bingxuan Guo, University of Texas at San Antonio, USA

Read More

Featured

Narrative Transportation and Cognitive Responses: The Other Side of the Story

Rebecca Krause, Northwestern University, USA
Derek Rucker, Northwestern University, USA

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.