Why We Unknowingly Overeat

Can Package Size Accelerate Usage Volume?

For 47 of 48 products, large package sizes increase your consumption an average of 22%.

Abstract

Both managers of consumer packaged goods and public policy officials have questioned whether a package’s size influences usage volume. Although often assumed, it has never been supported. Four laboratory studies and a field study show circumstances in which larger package sizes encourage greater use than smaller package sizes. Interestingly, perceived unit costs is one factor that mediates this relationship. We note moderating factors, and we then discuss the relevance of these findings for decisions regarding package size portfolios, sales promotions, and public policy.

For more information see Wansink, Brian (1996), “Can Package Size Accelerate Usage Volume?” Journal of Marketing, Vol. 60:3 (July), 1-14. Reprinted with permission from Journal of Marketing Research, published by the American Marketing Association www.marketingpower.com/content1053.php.

Contact:
Brian Wansink, PhD
Food and Brand Lab, Director
110 Warren Hall
Cornell University
Ithaca, NY 14853
Email: foodandbrandlab@cornell.edu

*This study was conducted at the University of Illinois, former location of the Cornell Food and Brand Lab.

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© 2006 Cornell University, Food and Brand Lab, Department of Applied Economics and Management