The Dilution Effect of Bonus Packs: When Integrated Packaging Lowers Perceived Product Efficacy
(A2026-133876)

AUTHORS

Guotao Ye, Xi'an Jiaotong University; Yeyi Liu, Xi'an Jiaotong University

ABSTRACT

Bonus packs are widely used promotional tools, yet prior research largely frames them as providing a straightforward economic gain and overlooks how packaging format shapes consumer perceptions. This research examines how integrated versus separated bonus packs influence perceived product efficacy. Across multiple studies, we show that integrated (vs. separated) bonus packs reduce perceived product efficacy. This effect is driven by perceived ingredient dilution, the belief that increasing quantity implies reduced concentration. Importantly, this effect is moderated by zero-sum beliefs: the negative impact is mitigated among consumers and cultural groups with low zero-sum beliefs. Together, these findings uncover an overlooked downside of quantity-based promotions and offer guidelines for global marketers seeking to adapt packaging strategies across international markets.