Pleasure, Guilt and Regret in Consumption: Revisiting the Vice-Virtue Categorization in Theories of Self-Control

The popular characterization of self-control conflicts as a choice between hedonic vices and utilitarian virtues leads to the unrealistic prediction that hedonic consumption is always accompanied by feelings of guilt and regret. The paradox is resolved by recognizing that excess consumptionrather than hedonics is the defining characteristic of vices.


Joachim Vosgerau, Irene Scopelliti, and Young Eun Huh (2016) ,"Pleasure, Guilt and Regret in Consumption: Revisiting the Vice-Virtue Categorization in Theories of Self-Control", in NA - Advances in Consumer Research Volume 44, eds. Page Moreau, Stefano Puntoni, and , Duluth, MN : Association for Consumer Research, Pages: 164-168.


Joachim Vosgerau, Bocconi University, Italy
Irene Scopelliti, City University of London, UK
Young Eun Huh, Hong Kong University of Science and Technology


NA - Advances in Consumer Research Volume 44 | 2016

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