Consumer Usage of Ultra-Concentrated Products

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.


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.


Maura L. Scott, University of Kentucky, USA
Stephen M. Nowlis, Arizona State University, USA
Naomi Mandel, Arizona State University, USA


NA - Advances in Consumer Research Volume 36 | 2009

Share Proceeding

Featured papers

See More


Pro-Environmental Waste Receptacle Labeling Can Increase Recycling Contamination

Jesse R. Catlin, California State University, Sacramento
Yitong Wang, University of Technology Sydney
Rommel J. Manuel, California State University, Sacramento

Read More


The "Healthy=Lighter" Heuristic

Nico Heuvinck, IESEG School of Management
Yi Li, Macquarie University
Mario Pandelaere, Virginia Tech, USA

Read More


H5. Being Looked Up or Being Looked Down? The Divergent Effects of Camera Angle on Nonanthropomorphized and Anthropomorphized Product in Ads

Changchun Xuan, Xiamen University
Rui Chen, Xiamen University
Jing Jiang, Suzhou Broadcasting System
Bin Yu, Tsingtao Brewery Company Limited
Jingjia Peng, Icartoon Culture & Media Corporation ltd
Shengdong Lin, Xiamen University

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.