Seeking Indulgence By Involving Others

Miaolei Jia, National University of Singapore, Singapore
Gita Venkataramani Johar, Columbia University, USA
Leonard Lee, National University of Singapore, Singapore
We demonstrate that consumers are more likely to strategically involve others when they seek indulgence. This effect is mediated by the feeling of guilt. Accordingly, promotions that involve others (e.g., “Buy one and get one free for your loved one”) increase purchase intention for vice but not virtue products.
[ to cite ]:
Miaolei Jia, Gita Venkataramani Johar, and Leonard Lee (2016) ,"Seeking Indulgence By Involving Others", in NA - Advances in Consumer Research Volume 44, eds. Page Moreau and Stefano Puntoni, Duluth, MN : Association for Consumer Research, Pages: 739-739.