Timely Vices and Virtues

Rafay Siddiqui, University of South Carolina, USA
Frank May, Virginia Tech, USA
Ashwani Monga, Rutgers University, USA
Many products possess consumption time windows within which all product units need to be consumed. Although intuition suggests that products with longer time windows ought to be preferred, we show an asymmetry between vices and virtues. Longer time windows increase preference for vices while decreasing preference for virtues.
[ to cite ]:
Rafay Siddiqui, Frank May, and Ashwani Monga (2015) ,"Timely Vices and Virtues", in NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl and Carolyn Yoon, Duluth, MN : Association for Consumer Research, Pages: 632-632.