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… consumers’ purchase decisions. We are particularly interested in the following questions:  How are consumers’ purchase decisions influenced by package size? For example, consumers may switch to a smaller package size (the choice decision), but then buy more units of it (the quantity decision).  Does the role of package size depend on the nature of the product category (e.g., highly perishable versus storable products)?  Which size dimension is most decisive: the weight of the package or the … different product categories, such as hotdog, peanut butter, mayonnaise, and soft drinks. Using econometric techniques, we model the impact of package size on a consumer’s incidence decision (whether or not to buy in a product category on a specific shopping trip), choice decision (which product to buy), and quantity decision (how many units to buy). Keywords: Package Size, Consumer Health, Purchase Behavior, Marketing, Econometrics Areas: 人口与健康 / Population and Health, 人文与社会科学领域 / Humanities and … and D. Gremler (2011), “Extreme Makeover: Short- and Long-Term Effects of a Remodeled Servicescape”, Journal of Marketing, 75 (5), 71-87. *** AMA Servsig Award for Best Service Article *** (117 citations) Foubert, B. and E. Gijsbrechts (2007), “Shopper Response to Bundle Promotions for Packaged Goods,” Journal of Marketing Research, 44 (4), 647-662. (96 citations) Approved by head of Marketing and Supply Chain Management department, Prof. Dr. Dominik Mahr …