Marketing of Vice Goods: A Strategic Analysis of the Package Size Decision
Marketing of Vice Goods: A Strategic Analysis of the Package Size Decision
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DOI：
10.1287/mksc.1110.0657
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发表时间：
2012-01-01
影响因子：
5
通讯作者：
Jain, Sanjay
中科院分区：
文献类型：
--
作者：
Jain, Sanjay
消费者往往无法抗拒诱惑，过度消费某些产品，如饼干，饼干，软饮料，酒精等，以控制他们的消费，一些消费者购买小包装或放弃购买产品。然而，其他消费者仍然购买大包装和过度消费。从战略角度来看，公司可以选择采用小的一揽子方案或只提供大的一揽子方案。我们使用双曲线贴现的文献来模拟消费者的自我控制问题，并研究在何种条件下，企业将提供小包装，以帮助消费者打击他们的自我控制问题，以及如何提供反过来影响价格，利润，消费者和社会福利。我们的研究结果表明，只有当一小部分消费者有过度消费问题或小包装可以带来新的客户时，引入小包装才能增加企业的利润。此外，我们发现，竞争有时会减少激励公司推出小包装。当大部分消费者被小包装所吸引时，情况尤其如此。我们还发现，如果企业生产更健康的替代品，它们的利润有时会下降。我们对消费者福利的分析表明，小包装提高了消费者和社会福利，尽管它们有时会增加副产品的消费。
Consumers are often unable to resist the temptation of overconsuming certain products such as cookies, crackers, soft drinks, alcohol, etc. To control their consumption, some consumers buy small packages or abstain from purchasing the product altogether. Other consumers, however, still purchase large packages and overconsume. From a strategic perspective, firms have the option of introducing small packages or only offering large packages. We use the literature on hyperbolic discounting to model consumers' self-control problems and examine conditions under which firms will offer small packages to help consumers combat their self-control problem, and how this offering in turn affects prices, profits, consumer, and social welfare. Our results show that introducing small packages can increase firms' profits only when a small fraction of consumers have overconsumption problems or when small packages can bring in new customers. Additionally, we find that competition can sometimes reduce the incentives for firms to introduce small packages. This is particularly true when a large fraction of consumers is attracted to small packages. We also find that firms' profits can sometimes decrease if they produce healthier alternatives of their goods. Our analysis of consumer welfare reveals that small packages enhance consumer and social welfare, even though they sometimes increase the consumption of vice goods.