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License to Sin: The Liberating Role of Reporting Expectations

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  • Gavan J. Fitzsimons
  • Joseph C. Nunes
  • Patti Williams

Abstract

This research examines the impact of asking intention questions about "vice behaviors," or behaviors about which respondents simultaneously hold both negative explicit and positive implicit attitudes. Asking questions about the likelihood of engaging in behaviors for which respondents maintain conflicting attitude structures appears to give respondents a "license to sin," resulting in increased rates of behavior versus those of a control group not asked intention questions. However, when provided with defensive tools that highlight the negative explicit component of their attitudes toward the behaviors, respondents are able to dampen the increase in behavior caused by the act of prediction. (c) 2007 by JOURNAL OF CONSUMER RESEARCH, Inc..

Suggested Citation

  • Gavan J. Fitzsimons & Joseph C. Nunes & Patti Williams, 2007. "License to Sin: The Liberating Role of Reporting Expectations," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 34(1), pages 22-31, April.
    • Handle: RePEc:oup:jconrs:v:34:y:2007:i:1:p:22-31
    DOI: 10.1086/513043
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    Cited by:

    1. John Robert Warren & Andrew Halpern-Manners, 2012. "Panel Conditioning in Longitudinal Social Science Surveys," Sociological Methods & Research, , vol. 41(4), pages 491-534, November.
    2. Panzone, Luca & Hilton, Denis & Sale, Laura & Cohen, Doron, 2016. "Socio-demographics, implicit attitudes, explicit attitudes, and sustainable consumption in supermarket shopping," Journal of Economic Psychology, Elsevier, vol. 55(C), pages 77-95.
    3. Minson, Julia A. & VanEpps, Eric M. & Yip, Jeremy A. & Schweitzer, Maurice E., 2018. "Eliciting the truth, the whole truth, and nothing but the truth: The effect of question phrasing on deception," Organizational Behavior and Human Decision Processes, Elsevier, vol. 147(C), pages 76-93.
    4. Scott W. Davis & Kelly L. Haws, 2017. "Don’t Sweat the Big Stuff: Emphasizing Importance Hinders Goal Pursuit for Consumers Low in Dispositional Self-Control Resources," Journal of the Association for Consumer Research, University of Chicago Press, vol. 2(1), pages 93-104.
    5. Andrew Halpern-Manners & John Warren, 2012. "Panel Conditioning in Longitudinal Studies: Evidence From Labor Force Items in the Current Population Survey," Demography, Springer;Population Association of America (PAA), vol. 49(4), pages 1499-1519, November.
    6. Lau-Gesk, Loraine & Mukherjee, Sayantani, 2017. "Coping with sequential conflicting emotional experiences," Journal of Business Research, Elsevier, vol. 73(C), pages 1-8.
    7. Sooyeon Lee-Wingate & Kim Corfman, 2010. "A Little Something for Me and Maybe for You, Too: Promotions that Relieve Guilt," Marketing Letters, Springer, vol. 21(4), pages 385-395, December.

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