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Forced to Be Bad: The Positive Impact of Low-Autonomy Vice Consumption on Consumer Vitality

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  • Fangyuan Chen
  • Jaideep Sengupta

Abstract

This research examines the vitality produced by vices--products that offer immediate gratification at the cost of long-term adversity. While vices are intrinsically enjoyable, they also induce guilt. Our conceptualization incorporates these opposing forces to argue that vice consumption is unique in that lowering the consumer's sense of autonomy actually results in higher vitality--in contrast to the positive relationship between autonomy and vitality that has been robustly documented in the literature. An examination of the vitality construct further suggests that low-autonomy vice consumption should consequently result in improved creativity as well as self-regulation. A set of four studies provides support for these and related implications. The obtained findings advance knowledge regarding vitality and its consequences, while they also provide insights into when and why vice consumption might actually be beneficial.

Suggested Citation

  • Fangyuan Chen & Jaideep Sengupta, 2014. "Forced to Be Bad: The Positive Impact of Low-Autonomy Vice Consumption on Consumer Vitality," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 41(4), pages 1089-1107.
    • Handle: RePEc:oup:jconrs:doi:10.1086/678321
    DOI: 10.1086/678321
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    Cited by:

    1. Ping Sun & Xiaoming Zhou & Cui Shao & Wenli Wang & Jinkun Sun, 2022. "The Impacts of Environmental Dynamism on Chinese Tour Guides’ Sustainable Performance: Factors Related to Vitality, Positive Stress Mindset and Supportive Policy," IJERPH, MDPI, vol. 19(15), pages 1-15, July.
    2. Izadi, Anoosha & Rudd, Melanie & Patrick, Vanessa M., 2019. "The Way the Wind Blows: Direction of Airflow Energizes Consumers and Fuels Creative Engagement," Journal of Retailing, Elsevier, vol. 95(4), pages 143-157.
    3. Quentin André & Ziv Carmon & Klaus Wertenbroch & Alia Crum & Douglas Frank & William Goldstein & Joel Huber & Leaf Boven & Bernd Weber & Haiyang Yang, 2018. "Consumer Choice and Autonomy in the Age of Artificial Intelligence and Big Data," Customer Needs and Solutions, Springer;Institute for Sustainable Innovation and Growth (iSIG), vol. 5(1), pages 28-37, March.
    4. Michail D. Kokkoris, 2018. "When the purpose lies within: Maximizers and satisfaction with autotelic choices," Marketing Letters, Springer, vol. 29(1), pages 73-85, March.
    5. Gaetano Miceli & Maria Antonietta Raimondo, 2020. "Creativity in the marketing and consumer behavior literature: a structured review and a research agenda," Italian Journal of Marketing, Springer, vol. 2020(1), pages 85-124, March.
    6. Alderighi, Marco & Nava, Consuelo R. & Calabrese, Matteo & Christille, Jean-Marc & Salvemini, Chiara B., 2022. "Consumer perception of price fairness and dynamic pricing: Evidence from Booking.com," Journal of Business Research, Elsevier, vol. 145(C), pages 769-783.
    7. Wang, Ziwei & Wei, Xia & Tang, Xiaomeng, 2024. "The effects of QR-pay scanning modes on consumer product evaluations," Journal of Retailing and Consumer Services, Elsevier, vol. 79(C).
    8. Tejaswi Patil & Zillur Rahman, 2023. "A bibliometric analysis of scientific literature on guilt in marketing," Management Review Quarterly, Springer, vol. 73(3), pages 1385-1415, September.
    9. Chirag Dagar & Ashish Pandey & Ajinkya Navare, 2022. "How Yoga-Based Practices Build Altruistic Behavior? Examining the Role of Subjective Vitality, Self-transcendence, and Psychological Capital," Journal of Business Ethics, Springer, vol. 175(1), pages 191-206, January.
    10. Zhang, Mingyue & Chen, Haipeng (Allan), 2024. "Risk-taking to restore negative self-view: The effect of autonomy and subjective business on financial risk-taking," Journal of Business Research, Elsevier, vol. 176(C).
    11. Araceli Galiano Coronil, 2022. "Behavior as an approach to identifying target groups from a social marketing perspective," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 19(2), pages 265-287, June.

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