Sweet Or Sweat, Which Should Come First: the Sequence Effect of Justification

Our choices are composed of a series of vices and virtues. Which sequence of having them can lead to a better experience? Given the need to justify guilt induced by the vice, we propose that only by adding a virtue after a vice can the overall experience be improved.


Shaoguang Yang, Qian Xu, and Liyin Jin (2016) ,"Sweet Or Sweat, Which Should Come First: the Sequence Effect of Justification", in NA - Advances in Consumer Research Volume 44, eds. Page Moreau, Stefano Puntoni, and , Duluth, MN : Association for Consumer Research, Pages: 693-694.


Shaoguang Yang, Fudan University, China
Qian Xu, Fudan University, China
Liyin Jin, Fudan University, China


NA - Advances in Consumer Research Volume 44 | 2016

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