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| Author: | Wansink, B. |
| Title: | Can package size accelerate usage volume? (Verbraucherverhalten) |
| Journal: | Journal of Marketing
1996 : JUL, 60:3, p. 1-14 |
| Index terms: | |
| Freeterms: | VERPACKUNG, VERKAUFSFÖRDERUNG |
| Language: | eng |
| Abstract: | Packaging influences usage behavior long after it has influenced purchase. Managers of consumer packaged goods have , therefore, questioned whether a package's size influences usage volume. Laboratory studies and a final study in a Laundromat identify circumstances in which larger packages sizes encourage greater use than do smaller package sizes. Unit cost is a key factor mediating this relationship. The author concludes by identifying other important but overlooked factors that increase usage volume and provide research opportunities. |
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