The authors describe their research, which showed that when the amount of resources - such as food, money or cigarettes - is physically divided into a smaller number, it reduces the total amount consumed and the rate of consumption. For marketers, these results show that the simple forms of packaging are able to create a dramatic change in consumption. For consumers, the idea is simple - for consumption, you want to control (though it is tempting), the simple act of sharing resources to help curb consumption.
This article Rotman Magazine. "Hide
by Dilip Soman, Amar Cheema Source: Rotman School of Management, 4 pages. Publication Date: 01 May 2008. Prod. #: ROT063-PDF-ENG
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