Mixed Indulgences: When Removing Sin May Backfire

We examine specific mixed products, hedonic products with added utilitarian attributes, which we term as “mixed indulgences”. We show that the hedonic construct comprises two distinct factors – a “pleasure” factor and a “sin” factor. Mixed indulgences are perceived to be more utilitarian, less sinful but not less pleasurable than the corresponding pure indulgences. Overall evaluations, however, do not change; moreover, the choice share of the mixed indulgence is much lower than that of the corresponding pure indulgence.


Neela Saldanha and Patti Williams (2008) ,"Mixed Indulgences: When Removing Sin May Backfire", in NA - Advances in Consumer Research Volume 35, eds. Angela Y. Lee and Dilip Soman, Duluth, MN : Association for Consumer Research, Pages: 138-141.


Neela Saldanha, University of Pennsylvania
Patti Williams, University of Pennsylvania


NA - Advances in Consumer Research Volume 35 | 2008

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