J4. A Large Pack of Toilet Paper is Bad for Me: Self-control and Consumers’ Responses to Product Quantity

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  In Working Paper Session: Pod J: Identity

Short Abstract

We examine the association between product quantity and self-control using utilitarian products, a product domain that does not generally threaten self-control. We find a bidirectional effect between product quantity and self-control, whereby exposures to large product quantity decrease self-control, and activation of self-control decreases evaluation of product quantity.

Authors

• (Joyce) Jingshi Liu, Hong Kong University of Science and Technology

• Keith Wilcox, Columbia University, USA

• Amy Dalton, Hong Kong University of Science and Technology