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

被引：3

作者：

Yang, Shaoguang ^{[1
]}

Xu, Qian ^{[2
]}

Jin, Liyin ^{[2
]}

机构：

[1] Beijing Foreign Studies Univ, Int Business Sch, 19 North Xisanhuan Rd, Beijing 100089, Peoples R China

[2] Fudan Univ, Sch Management, Shanghai, Peoples R China

来源：

INTERNATIONAL JOURNAL OF RESEARCH IN MARKETING | 2021年 / 38卷 / 04期

基金：

中国国家自然科学基金;

关键词：

Vice; Virtue; Sequence; Self-control conflicts; Enjoyment; SELF-CONTROL; PREFERENCES; PURCHASE; CHOICE; GOALS;

D O I：

10.1016/j.ijresmar.2021.03.002

中图分类号：

F [经济];

学科分类号：

02 ;

摘要：

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. (C) 2021 Elsevier B.V. All rights reserved.

引用

页码：1073 / 1087

页数：15