No Diet, No Problem: Social Judgments of Consumers’ Indulgences
How do people judge the consumer who indulges however they “want”, rather than restricts as they “should”? Contrary to negative assumptions—via self-control, hedonic consumption, and licensing—we reveal that indulgences almost always result in positive evaluations, though with greater ambivalence, even when indulgences are explicitly goal-inconsistent and otherwise inexcusable.
Geoffrey Durso and Kelly Haws (2020) ,"No Diet, No Problem: Social Judgments of Consumers’ Indulgences", in NA - Advances in Consumer Research Volume 48, eds. Jennifer Argo, Tina M. Lowrey, and Hope Jensen Schau, Duluth, MN : Association for Consumer Research, Pages: 994-999.
Geoffrey Durso, DePaul University, USA
Kelly Haws, Vanderbilt University, USA
NA - Advances in Consumer Research Volume 48 | 2020
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