Can Package Size Accelerate Usage Volume?

AbstractBoth 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.Originally published in Journal of Marketing Volume 60, Issue 3 (September, 1995)About the AuthorBrian Wansink (Ph.D. Stanford University) is a Professor of Business of Nutritional Science, of Advertising, and of Agricultural & Consumer Economics at the University of Illinois-Urbana-Champaign.After working with an ad agency and the Small Business Administration, he earned his Ph.D. in marketing at Stanford (1990) and was a marketing professor at the Amos Tuck School at Dartmouth College (1990-1994), the Vrije Universiteit in Amsterdam (1994-1995), and the Wharton School at the University of Pennsylvania (1995-1997) before moving to Illinois to establish a research program that uniquely focuses on mature packaged goods. Dr. Wansink's expertise is directed toward revitalizing mature brands. Specifically, he focuses on determining the types of ads, promotions, and packages that will increase the usage frequency and usage volume of mature packaged goods. The Food and Brand Lab was founded in 1992 by Professor Wansink. It consists of 15 interdisciplinary researchers at the University of Illinois along with 3 test kitchens, 5 cooperating supermarkets, and a panel of 3,000 consumers. Research is independently funded by grants, consumer groups, and companies. It all focuses on better understanding consumers and how they relate to foods and packaged foods.

Can Package Size Accelerate Usage Volume?

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