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ISSN : 1229-8778
This research focuses on the condition that people use small packaged products to do self-control easily, only to fail self-control. Taking in small packaged products by ones is definitely so successive eating situation that calories are accumulated. Although people should add up all the cases, they perceive the cases independently. This is called isolation effect. On this basis, we tried to prove isolation effect through small packaged products. In Study 1, it is assumed that isolation effect has influence on self-control intention when tempting products came into small package formats. Yet, when tempting products came in large package formats, isolation effect does not affect self-control intention. Study 1 shows us self-control intention decrease in small packaged products than in large packaged products. Also, we found out isolation effects mediated this result. Further to the result above, we tried to examine the interaction between isolation effect and regulatory focus has effect on self-control intention. The study designed 2(isolation effect: unrestrained isolation effect/restrained isolation effect) x 2(regulatory focus: promotion focus/prevention focus) and measured self-control intention of each group in study 2. Finally these hypothesis was verified by the study. What we found through the study was the interaction between isolation effect and regulatory focus has effect on self-control intention in eating small packaged formats. Moreover, Our findings extend package size research by examining isolation effect. Also, it is important to know that situation regulatory focus decrease this bias.
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