The Research Of Inner Packaging Quantity Cues And Consumption

Product packaging filled in every corner of the consumption environment, the previous studies have found that the packaging can reaches consumers at the critical moments of purchase and consumption. Therefore, it has become an important marketing tool for marketers. Affected by the over-consumption phenomenon, the impact of product packaging cues on consumer behavior is also highly concerned by researchers, but domestic research is less. In addition, research on the concept of packaging is vague and packaging (containing inner packaging) is common form of packaging. But they are neglected field by the researchers. There are not clear that how to optimize the inner packaging quantity and what is the effect of inner packaging quantity on consumer behavior. Therefore, the current research explored the impact of product packaging inside quantity cues on consumer behavior from the perspective of packaging (containing inner packaging). Three experiments demonstrated the research.Study 1 performed an empirical analysis on the packaging quantity cues on consumption. The results proved that the packaging quantity cues can significantly influence consumers’ consumption behavior. And the participants in the more packaging group consumed more M&Ms. Meanwhile, we found the partial mediating role of the perception of serving size.Study 2 examined the moderating role of restrained eating. The results showed that restrained eaters were not affected by the packaging quantity. While unrestrained eaters consumed significantly more M&Ms in the more packaging quantity condition (i.e.,8 vs.2).Study 3 focused on how the packaging quantity cues affect consumption in terms of different cognitive load condition (yes vs. no). The results showed that the participants in the load condition did not differ significantly in the 8 packages and 2 packages conditions. While the participants in no-load condition, the effect was still salient.In the conclusion, we stated the implications, contributions and limitations of the current research and gave some suggestions on further research.