Influence Of Package Segmentation Cues On Indulgent Consumption

With the improvement of people's concept of health,people are increasingly concerned about the self-control of the consumption,especially the self-control of indulgence.Research has focused on the effect of package segmentation cues on post-purchase consumption,while ignoring the impact of package segmentation cues on consumer purchasing decisions.So,based on self-control theory,this paper proposes that under different cognitive load,different segmentation clues(visual segmentation clues,information segmentation clues)will have different effects on individual self-control,and thus affect the individual's purchasing decision.Based on this,this paper explores the impact of different package segmentation clues on consumers' indulgence consumption behavior through three experiments.Among them,Experiment 1 managed the consumer segmentation clues under different cognitive load situations.It was found that visual segmentation clues can increase consumer's willingness to indulge when the cognitive load is high,and when the cognitive load is low,the information segmentation cues can increase consumer's willingness to indulge.Experiment 2 and Experiment 3 demonstrate that perceived control threats are the underlying the cause of this effect.