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The Licensing Effect Revisited: How Virtuous Behavior Heightens the Pleasure Derived from Subsequent Hedonic Consumption

Author

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  • Garvey, Aaron M.
  • Bolton, Lisa E.

Abstract

Engagement in virtuous behavior can subsequently increase preference for conflicting, hedonic consumption options (Fishbach and Dhar 2005; Khan and Dhar 2006). We conceptually replicate the effect of licensing in a real-behavior context, while extending this work by introducing a novel effect of licensing on the intensity of subsequent hedonic experience. Our study reveals that, following virtuous consumption behavior (i.e., eating a functional food), the experienced intensity of subsequent hedonic consumption (i.e., pleasurable taste) may be heightened. Furthermore, this effect of licensing upon hedonic consumption is contingent upon the pre-existing visceral state (i.e., hunger) of the consumer. Specifically, as visceral hunger increases, the enhancing effect of licensing upon hedonic experience is mitigated.

Suggested Citation

  • Garvey, Aaron M. & Bolton, Lisa E., 2017. "The Licensing Effect Revisited: How Virtuous Behavior Heightens the Pleasure Derived from Subsequent Hedonic Consumption," Journal of Marketing Behavior, now publishers, vol. 2(4), pages 291-298, April.
    • Handle: RePEc:now:jnljmb:107.00000029
    DOI: 10.1561/107.00000029
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    Cited by:

    1. van de Ven, Niels & Blanken, Irene & Zeelenberg, Marcel, 2018. "Temptation-based reasoning : When tempted, everything becomes a (better) reason to indulge," Other publications TiSEM 2d4ef71e-a23b-47ee-828d-9, Tilburg University, School of Economics and Management.

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