Small Packages May Lead to Overeating

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"Small Packages May Lead to Overeating". The below paper is pdf-availed.

http://www.journals.uchicago.edu/action/showStoryContent?doi=10.1086%2F%2Fpr.2008.08.22.1680

http://www.journals.uchicago.edu/doi/abs/10.1086/589564

JOURNAL OF CONSUMER RESEARCH, Inc. Vol. 0Flying under the Radar: Perverse Package Size Effects on Consumption Self-RegulationRita Coelho do Vale, Rik Pieters, Marcel Zeelenberg

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 concerns had no consumption 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.-- Aalt Pater