Abstract: 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.

Key words: package size, perceived control threat, indulgent consumption, transparent, opaque