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

Authors:
Ram Rao;Brian Wansink;Sanjay Jain
Affiliations:
University of Texas at Dallas, Richardson, Texas 75080;Cornell University, Ithaca, New York 14853;Texas A&M University, College Station, Texas 77843
Venue:
Marketing Science
Year:
2012

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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.