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

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  • 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
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    References listed on IDEAS

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    1. 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.
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    5. 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.
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