中文摘要：

随着人们健康观念的不断提升,越来越关心消费自我控制问题,尤其是放纵消费行为的自我控制。本文经由三个实验探查了不同包装尺寸对消费者放纵消费行为的影响。其中,实验一通过操纵透明包装和不透明包装情况下产品的包装尺寸,发现不透明包装情况下小包装尺寸更能提高消费者的放纵消费意愿,而透明情况下大包装尺寸更能提高消费者的放纵消费意愿;实验二和实验三证明感知控制威胁是导致这一影响的内在原因。研究结论拓展了关于自我控制的研究,除了展示包装尺寸对消费者放纵消费购买意愿的影响结果,还证明了感知控制威胁是这一影响的内在原因,增加了对消费者自我控制内在心理机制的了解。

英文摘要：

With the improvement of people＇s concept of health,people are increasingly concerned about the self-control of consumption,especially the self-control of indulgent consumption. This study explores the impact of different package sizes on consumer＇s indulgent behavior through three experiments. Among them,by manipulating the packaging size in the case of opaque packaging and transparent packaging products,Experiment 1 finds that in the case of opaque package,smaller package size can improve consumer＇ s desire for indulgent consumption,and transparent larger package size can improve consumer＇s willingness of indulgent consumption; Experiment 2 and Experiment 3 demonstrate that perceived control threat is the underlying cause of this effect. The results of the study not only show the influence of packaging size on consumer＇s willingness to consume,but also demonstrate that perceived control threat is the underlying cause of this effect,adding to our understanding of the underlying psychological mechanism of consumer self-control.