סמינר בשיווק

Revisiting the Vice-Virtue Categorization in Theories of Self-Control

13 בדצמבר 2016, 13:00 
Room 305 

Joachim Vosgerau , Bocconi University

 

In the consumer behavior literature, self-control conflicts are often operationalized as choices between vice and virtue foods. Vices - for example chocolate - are hedonic foods whose consumption is tempting (immediately gratifying) but bad for one’s well-being in the long run. Virtues - for example fruit - are utilitarian foods whose consumption is little appealing in the moment but good for health in the long run. This characterization of self-control conflicts as a choice between hedonic vices and utilitarian virtues implies that it should be almost impossible to enjoy food: A self-controlled consumer would choose to consume only utilitarian foods, a non-self-controlled consumer would choose hedonic foods whose consumption is accompanied by feelings of guilt and regret. This paradox is resolved by realizing that consumers tend to categorize foods a-priori as good (virtues) or bad (vices) irrespective of how much is consumed. The consumption of a food, however, becomes deleterious only when it is excessive. Recognizing the paradox and its resolution bears fundamental implications for theories of self-control and their empirical tests, the measurement of self-control, cross-cultural differences in the perception of self-control, licensing and what-the-hell effects, and interventions aimed at helping consumers exert self-control.

 

 

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