Package size and perceived quality: The intervening role of unit price perceptions

This research examines how package size can influence quality judgments for packaged goods, and also identifies a price‐based mechanism for the observed size–quality relationship. Results from several studies show that a product in a smaller package is rated more favorably than the equivalent product in a larger package. Further, this effect is due to the smaller package being associated with a higher unit price (despite having a lower overall...