When Vices Make You Feel Less Guilty Than Virtues

Olivia (Wan-Ting) Lin, Texas A&M University, USA
All else being equal, the discarding of a vice product induces less guilt than that of a virtue product because the former can be justified as “good riddance” while the latter is regarded as “bad rubbish.”
[ to cite ]:
Olivia (Wan-Ting) Lin (2011) ,"When Vices Make You Feel Less Guilty Than Virtues", in NA - Advances in Consumer Research Volume 39, eds. Rohini Ahluwalia, Tanya L. Chartrand, and Rebecca K. Ratner, Duluth, MN : Association for Consumer Research, Pages: 708-709.