Flying under the Radar: Perverse Package Size Effects on Consumption Self‐Regulation

Consumers believe that small package formats of hedonic, but not of utilitarian, products help to regulate consumption—especially when their self‐regulatory concerns are activated. These beliefs may backfire and increase consumption of hedonic products. Specifically, activating self‐regulatory... Ausführliche Beschreibung

1. Person: Coelho do Vale, Rita
Weitere Personen: Pieters, Rik verfasserin; Zeelenberg, Marcel verfasserin
Quelle: in Journal of consumer research : JCR : an interdisciplinary journal Vol. 35, No. 3 (2008), p. 380-390
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Format: Online-Artikel
Sprache: English
Veröffentlicht: 2008
Beschreibung: Online-Ressource
Schlagworte: research-article
Beliefs
Consumer Welfare/Quality of Life
Motivation/Desires/Goals
Packaging
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Anmerkung: * Rita Coelho do Vale is an assistant professor of marketing ( ritavale@iseg.utl.pt ) at Instituto Superior de Economica e Gestao (ISEG Economics and Business School), Technical University of Lisbon, Rua Miguel Lupi, 20, 1200‐078 Lisbon, Portugal. Rik Pieters is professor of marketing ( f.g.m.pieters@uvt.nl ), and Marcel Zeelenberg is professor of psychology ( marcel@uvt.nl ), both at Tilburg University, P.O. Box 90153, 5000 LE Tilburg, Netherlands. Correspondence: Rik Pieters. The research on which this article is based is part of the first author’s dissertation, defended at Tilburg University. It was supported by a grant from the Portuguese Foundation for Science and Technology. We thank an anonymous reviewer for suggesting the "flying under the radar" metaphor.
Copyright: © 2008 by JOURNAL OF CONSUMER RESEARCH, Inc.

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