Consumer Usage of Ultra-Concentrated Products

Abstract

Product and package innovations frequently result in smaller packages with greater product potency. This widespread phenomenon of product "ultra-concentration" is present in numerous product categories including laundry detergent, medication, and energy drinks; however, ultra-concentration and its impact on consumption behavior has not been examined. This research explores the circumstances under which consumers overuse ultra-concentrated products, and which cues help them consume the prescribed amount. Two experiments demonstrate that though consumers understand the required amount to use, they tend to significantly overconsume ultra-concentrated products. Conflicting hypotheses examine the role of perceptual distortions and anchoring and adjusting to explain these consumption patterns