What’S the Point of Temptation If You Don’T Give in to It? the Positive Impact of Vice Consumption on Consumer Vitality

Fangyuan Chen, Hong Kong University of Science and Technology, China
Jaideep Sengupta, Hong Kong University of Science and Technology, China
Drawing on self-determination theory, this research proposes that vice consumption – for example, eating a tempting snack – enhances vitality, and consequently, creativity and self-control. The vitalizing effect of vice (vs. virtue) consumption is greater when such behavior can be justified – e.g., on the grounds that it was externally-imposed rather than self-chosen.
[ to cite ]:
Fangyuan Chen and Jaideep Sengupta (2012) ,"What’S the Point of Temptation If You Don’T Give in to It? the Positive Impact of Vice Consumption on Consumer Vitality", in NA - Advances in Consumer Research Volume 40, eds. Zeynep Gürhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 90-94.