Marketing Science 2012

Commentaries and Rejoinder to “Marketing of Vice Goods: A Strategic Analysis of the Package Size Decision” by Sanjay Jain

Ram C. Rao¹; Brian Wansink²; Sanjay Jain³

¹ The University of Texas at Dallas · ² Cornell University · ³ Texas A&M University

Abstract

Jain [Jain, S. 2012. Marketing of vice goods: A strategic analysis of the package size decision. Marketing Sci. 31(1) 36–51] examines the impact of consumers' self-control problem on the equilibrium package sizes offered by firms marketing vice goods. This series of discussions offers commentaries and a rejoinder that discuss competitive implications of firms offering small sizes and the impact of smaller sizes on the total consumer expenditure.

DOI

10.1287/mksc.1110.0699

Sources

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APA 7 MLA 9 Chicago (author–date) Harvard Elsevier Harvard (JFE, JBF…) The Accounting Review Academy of Management American Marketing Association INFORMS (Management Science) Copy citation Copied ✓