Vice Versus Virtue: How Compromise Phantom Alternatives Can Increase Indulgence

The current study proposes that a compromise-but-unavailable "phantom" alternative can increase indulgence in vices. Three experiments examine this effect as well as the mediating roles of anticipatory guilt/regret and the moderating role of preference strength.


Yuanyuan Liu, Timothy B. Heath, and Ayse Önçüler (2012) ,"Vice Versus Virtue: How Compromise Phantom Alternatives Can Increase Indulgence", 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: 1128-1128.


Yuanyuan Liu, ESSEC Business School, France
Timothy B. Heath, HEC Paris, France
Ayse Önçüler, ESSEC Business school, France


NA - Advances in Consumer Research Volume 40 | 2012

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