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

Journal of Consumer Research

Consumers believe that small package formats of hedonic, but not of utilitarian, products help to regulate consumption—especially when their self-regulatory con- cerns are activated. These beliefs may backfire and increase consumption of he- donic products. Specifically, activating self-regulatory concerns had no consump- tion effects when tempting products came in small package formats. Yet, when tempting products came in large package formats, consumers deliberated most before consumption, were least likely to consume, and consumed the least. This illustrates how small temptations can remain undetected (“flying under the radar”) and large package formats may reduce consumption as a result of the experienced self-control conflict