Self-Signaling and the Costs and Benefits of Temptation in Consumer Choice
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چکیده
Vol. XLIX (February 2012), 15 –25 *Ravi Dhar is the George Rogers Clark Professor of Management and Marketing, Yale School of Management, and Professor of Psychology, Yale University (e-mail: [email protected]). Klaus Wertenbroch is Professor of Marketing at INSEAD Europe Campus, Fontainebleau, France, and is currently Judith C. and William G. Bollinger Visiting Professor and Visiting Professor of Marketing, The Wharton School, University of Pennsylvania (e-mail: [email protected]). Financial support was provided by INSEAD, the Yale School of Management, and the Wharton School. The authors are grateful for comments from seminar participants at Carnegie Mellon University, Columbia University, INSEAD, Northwestern University, Tilburg University, the University of California at Berkeley, the University of Chicago, the University of Pennsylvania, and the University of Southern California and especially from Jennifer Danilowitz, Chris Hsee, George Loewenstein, Nathan Novemsky, Matt Rabin, and Lilia Ziamou. Thanks also to Jonathan Z. Berman for technical help. The authors contributed equally to this article; author order is alphabetical. Stephen Nowlis served as associate editor for this article. RAVI DHAR and KLAUS WERTENBROCH*
منابع مشابه
Self-Signaling and the Costs and Benefits of Temptation in Consumer Choice
The literature on consumer self-control emphasizes that temptation is costly and focuses on the costs of resisting temptation. We propose that temptation can entail not only costs but also benefits. These arise from self-signaling effects of how consumers handle tempting choice options. Succumbing to temptation is a (costly) self-signal of weak willpower, whereas resisting temptation is a (bene...
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