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.



Citation:

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.

Authors

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



Volume

NA - Advances in Consumer Research Volume 36 | 2009



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