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ISSN : 1229-8778
Many consumers are going on diets and buying diet foods in different sizes and package images that may help them increase their self-control and manages their consumption. So, this research examined the effect of the need for cognition(NFC) and the levels of dietary restraint on product-quantity estimation focusing on the context of the product unit image. Different from previous studies, we focused on the interaction effect considering both consumer's traits and package traits. We conducted two experiment to support our predictions. First, along with the existing research, consumers are more aware of the amount of the product when the number of product units is presented a lot(vs. less). According to the results of two-way interactions, in case of high NFC consumers, there was no difference of product-quantity estimation regardless of the number of package unit image. But, low NFC consumers rated the products-quantity estimation high when the package included many units(vs. less). However, there was no interaction effect between product unit and level of dietary restraint on product-quantity estimation. Theoretically, we developed a step further in research in product unit and its related studies.
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