Consumer Responses to Bonus Pack and Product Enlargement Claims

In conveying product size increases, manufacturers use labeling tactics that can be classified as “bonus packs” (more for the same price) or “product enlargements” (more, but no mention of price). One study shows that when consumers do not know a product’s original size and price, attitudes are more favorable toward a bonus pack than an economically equivalent product enlargement. This difference disappears when consumers know the original...