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The role of consumer self-control in the consumption of virtue products

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  • Ein-Gar, Danit
  • Goldenberg, Jacob
  • Sagiv, Lilach

Abstract

Virtue products (such as sunscreen lotion and dental floss) promise future benefits and, at the same time, carry immediate and ongoing usage costs. Although consumers acknowledge the benefits of virtue products, they find it difficult to consume them on a daily basis. This research focuses on a key problem in the consumption of virtue products–ongoing use–and identifies ways to help consumers maintain ongoing consumption.

Suggested Citation

  • Ein-Gar, Danit & Goldenberg, Jacob & Sagiv, Lilach, 2012. "The role of consumer self-control in the consumption of virtue products," International Journal of Research in Marketing, Elsevier, vol. 29(2), pages 123-133.
    • Handle: RePEc:eee:ijrema:v:29:y:2012:i:2:p:123-133
    DOI: 10.1016/j.ijresmar.2011.08.003
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    References listed on IDEAS

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