IDEAS home Printed from https://ideas.repec.org/a/eee/ijrema/v38y2021i4p1073-1087.html
   My bibliography  Save this article

Sweet or sweat, which should come first: How consumption sequences of vices and virtues influence enjoyment

Author

Listed:
  • Yang, Shaoguang
  • Xu, Qian
  • Jin, Liyin

Abstract

This research examines the effect of the consumption sequence of vices and virtues on consumers’ enjoyment. Five studies show that consuming a virtue after a vice increases consumers’ enjoyment of the overall experience relative to consuming the same items in the opposite sequence. Moreover, this sequence effect disappears when people have no strong goals that the vice violates, when the vice is perceived as less vicious, when the vice and the virtue serve unrelated goals, and when the vice and the virtue are perceived as isolated. These findings provide important guidance on product bundling, service journey design, packaging and marketing communications for vice products and vice/virtue bundles.

Suggested Citation

  • Yang, Shaoguang & Xu, Qian & Jin, Liyin, 2021. "Sweet or sweat, which should come first: How consumption sequences of vices and virtues influence enjoyment," International Journal of Research in Marketing, Elsevier, vol. 38(4), pages 1073-1087.
    • Handle: RePEc:eee:ijrema:v:38:y:2021:i:4:p:1073-1087
    DOI: 10.1016/j.ijresmar.2021.03.002
    as

    Download full text from publisher

    File URL: http://www.sciencedirect.com/science/article/pii/S016781162100015X
    Download Restriction: Full text for ScienceDirect subscribers only
    File URL: https://libkey.io/10.1016/j.ijresmar.2021.03.002?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. Alixandra Barasch & Gal Zauberman & Kristin Diehl & Gita JoharEditor & Rebecca HamiltonAssociate Editor, 2018. "How the Intention to Share Can Undermine Enjoyment: Photo-Taking Goals and Evaluation of Experiences," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 44(6), pages 1220-1237.
    2. Katherine L. Milkman & Todd Rogers & Max H. Bazerman, 2009. "Highbrow Films Gather Dust: Time-Inconsistent Preferences and Online DVD Rentals," Management Science, INFORMS, vol. 55(6), pages 1047-1059, June.
    3. Ying Zhang & Szu-chi Huang & Susan M. Broniarczyk, 2010. "Counteractive Construal in Consumer Goal Pursuit," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 37(1), pages 129-142, June.
    4. Peggy J. Liu & Kelly L. Haws & Cait Lamberton & Troy H. Campbell & Gavan J. Fitzsimons, 2015. "Vice-Virtue Bundles," Management Science, INFORMS, vol. 61(1), pages 204-228, January.
    5. Aner Sela & Jonah Berger & Wendy Liu, 2009. "Variety, Vice, and Virtue: How Assortment Size Influences Option Choice," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 35(6), pages 941-951, April.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Tom Fangyun Tan & Serguei Netessine & Lorin Hitt, 2017. "Is Tom Cruise Threatened? An Empirical Study of the Impact of Product Variety on Demand Concentration," Information Systems Research, INFORMS, vol. 28(3), pages 643-660, September.
    2. Yaniv Shani & Gil Appel & Shai Danziger & Ron Shachar, 2020. "When and Why Consumers “Accidentally” Endanger Their Products," Management Science, INFORMS, vol. 66(12), pages 5757-5782, December.
    3. Bhargave, Rajesh & Chakravarti, Amitav & Guha, Abhijit, 2015. "Two-stage decisions increase preference for hedonic options," LSE Research Online Documents on Economics 64119, London School of Economics and Political Science, LSE Library.
    4. Jingyi Lu & Zhengyan Liu & Zhe Fang, 2016. "Hedonic products for you, utilitarian products for me," Judgment and Decision Making, Society for Judgment and Decision Making, vol. 11(4), pages 332-341, July.
    5. Emily N Garbinsky & Joe J Gladstone & Hristina Nikolova & Jenny G Olson & Margaret C Campbell & Susan M Broniarczyk, 2020. "Love, Lies, and Money: Financial Infidelity in Romantic Relationships [“Cognitive Interdependence: Commitment and the Mental Representation of Close Relationships,”]," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 47(1), pages 1-24.
    6. Marcelo Resende & Eduardo Ferioli, 2018. "Magazine Subscription and Intertemporal Discounting: Some Further Evidence," Economics Bulletin, AccessEcon, vol. 38(4), pages 2079-2093.
    7. (Grace) Chae, Boyoun & Yoon, Sangsuk & Baskin, Ernest & (Juliet) Zhu, Rui, 2023. "The lasting smell of temptation: Counteractive effects of indulgent food scents," Journal of Business Research, Elsevier, vol. 155(PA).
    8. Thai, Nguyen T. & Yuksel, Ulku, 2017. "Too many destinations to visit: Tourists’ dilemma?," Annals of Tourism Research, Elsevier, vol. 62(C), pages 38-53.
    9. Yang, Yikai & Zheng, Jiehui & Yu, Yining & Qiu, Yiling & Wang, Lei, 2024. "The role of recommendation sources and attribute framing in online product recommendations," Journal of Business Research, Elsevier, vol. 174(C).
    10. Abhijit Banerjee & Sendhil Mullainathan, 2010. "The Shape of Temptation: Implications for the Economic Lives of the Poor," Working Papers id:2484, eSocialSciences.
    11. Raphael Thomadsen & Robert P. Rooderkerk & On Amir & Neeraj Arora & Bryan Bollinger & Karsten Hansen & Leslie John & Wendy Liu & Aner Sela & Vishal Singh & K. Sudhir & Wendy Wood, 2018. "How Context Affects Choice," Customer Needs and Solutions, Springer;Institute for Sustainable Innovation and Growth (iSIG), vol. 5(1), pages 3-14, March.
    12. Tsvetan Tsvetanov & Kathleen Segerson, 2011. "Re-Evaluating the Role of Energy Efficiency Standards: A Time-Consistent Behavioral Economics Approach," Working Papers 07, University of Connecticut, Department of Agricultural and Resource Economics, Charles J. Zwick Center for Food and Resource Policy.
    13. Dewitte, Siegfried, 2013. "From willpower breakdown to the breakdown of the willpower model – The symmetry of self-control and impulsive behavior," Journal of Economic Psychology, Elsevier, vol. 38(C), pages 16-25.
    14. Aschemann-Witzel, Jessica, 2012. "Facilitating healthy choice at the point of sale: fine-tuning nutrition labels versus editing choice?," 2012 AAEA/EAAE Food Environment Symposium 122731, Agricultural and Applied Economics Association.
    15. Heger, Stephanie A. & Slonim, Robert & Tausch, Franziska & Tymula, Agnieszka, 2021. "Altruism among consumers as donors," Journal of Economic Behavior & Organization, Elsevier, vol. 189(C), pages 611-622.
    16. Kathleen Segerson & Tsvetan Tsvetanov, 2013. "Regulation versus liability: a behavioural economics perspective," Chapters, in: Thomas J. Miceli & Matthew J. Baker (ed.), Research Handbook on Economic Models of Law, chapter 4, pages 69-86, Edward Elgar Publishing.
    17. Yacheng Sun & Shibo Li & Baohong Sun, 2015. "An Empirical Analysis of Consumer Purchase Decisions Under Bucket-Based Price Discrimination," Marketing Science, INFORMS, vol. 34(5), pages 646-668, September.
    18. Renaud Lunardo & Camille Saintives & Damien Chaney, 2021. "Food packaging and the color red: How negative cognitive associations influence feelings of guilt," Post-Print hal-04455590, HAL.
    19. Pizzi, Gabriele & Scarpi, Daniele, 2013. "When Out-of-Stock Products DO Backfire: Managing Disclosure Time and Justification Wording," Journal of Retailing, Elsevier, vol. 89(3), pages 352-359.
    20. Hengchen Dai & Katherine L. Milkman & Jason Riis, 2014. "The Fresh Start Effect: Temporal Landmarks Motivate Aspirational Behavior," Management Science, INFORMS, vol. 60(10), pages 2563-2582, October.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:eee:ijrema:v:38:y:2021:i:4:p:1073-1087. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Catherine Liu (email available below). General contact details of provider: https://www.journals.elsevier.com/international-journal-of-research-in-marketing/ .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.