Effects of Dialecticism on Consumer Responses to Products With Conflicting Goals

Research on drivers of consumer reactions to healthy vices (indulgent products with healthy claims) has been limited. We focus on dialecticism to predict and explain responses to these products within and across cultures. One important finding is that dialectical consumers (vs.non-dialectics) are significantly more accepting of products with conflicting goals.


Alexander Jakubanecs, Alexander Fedorikhin, and Nina Iversen (2016) ,"Effects of Dialecticism on Consumer Responses to Products With Conflicting Goals", in NA - Advances in Consumer Research Volume 44, eds. Page Moreau, Stefano Puntoni, and , Duluth, MN : Association for Consumer Research, Pages: 738-738.


Alexander Jakubanecs, Centre for applied research at Norwegian School of Economics
Alexander Fedorikhin, Kelley School of Business, Indiana University
Nina Iversen, BI Norwegian Business School


NA - Advances in Consumer Research Volume 44 | 2016

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