Abstract
Most choices in the real world follow other choices or judgments. The authors show that a prior choice, which activates and boosts a positive self-concept, subsequently licenses the choice of a more self-indulgent option. The authors propose that licensing can operate by committing to a virtuous act in a preceding choice, which reduces negative self-attributions associated with the purchase of relative luxuries. Five studies demonstrate the proposed licensing effect of a prior commitment to a virtuous act on subsequent choice. Consistent with the authors' theory, the preference for an indulgent option diminishes if the licensing task is attributed to an external motivation. The authors also report a mediation analysis in support of their theoretical explanation that the licensing effect operates by providing a temporary boost in the relevant self-concept.
| Original language | English (US) |
|---|---|
| Pages (from-to) | 259-266 |
| Number of pages | 8 |
| Journal | Journal of Marketing Research |
| Volume | 43 |
| Issue number | 2 |
| DOIs | |
| State | Published - May 1 2006 |
| Externally published | Yes |
Fingerprint
ASJC Scopus subject areas
- Business and International Management
- Economics and Econometrics
- Marketing
Cite this
Licensing effect in consumer choice. / Khan, Uzma; Dhar, Ravi.
In: Journal of Marketing Research, Vol. 43, No. 2, 01.05.2006, p. 259-266.Research output: Contribution to journal › Article
}
TY - JOUR
T1 - Licensing effect in consumer choice
AU - Khan, Uzma
AU - Dhar, Ravi
PY - 2006/5/1
Y1 - 2006/5/1
N2 - Most choices in the real world follow other choices or judgments. The authors show that a prior choice, which activates and boosts a positive self-concept, subsequently licenses the choice of a more self-indulgent option. The authors propose that licensing can operate by committing to a virtuous act in a preceding choice, which reduces negative self-attributions associated with the purchase of relative luxuries. Five studies demonstrate the proposed licensing effect of a prior commitment to a virtuous act on subsequent choice. Consistent with the authors' theory, the preference for an indulgent option diminishes if the licensing task is attributed to an external motivation. The authors also report a mediation analysis in support of their theoretical explanation that the licensing effect operates by providing a temporary boost in the relevant self-concept.
AB - Most choices in the real world follow other choices or judgments. The authors show that a prior choice, which activates and boosts a positive self-concept, subsequently licenses the choice of a more self-indulgent option. The authors propose that licensing can operate by committing to a virtuous act in a preceding choice, which reduces negative self-attributions associated with the purchase of relative luxuries. Five studies demonstrate the proposed licensing effect of a prior commitment to a virtuous act on subsequent choice. Consistent with the authors' theory, the preference for an indulgent option diminishes if the licensing task is attributed to an external motivation. The authors also report a mediation analysis in support of their theoretical explanation that the licensing effect operates by providing a temporary boost in the relevant self-concept.
UR - http://www.scopus.com/inward/record.url?scp=33744533168&partnerID=8YFLogxK
UR - http://www.scopus.com/inward/citedby.url?scp=33744533168&partnerID=8YFLogxK
U2 - 10.1509/jmkr.43.2.259
DO - 10.1509/jmkr.43.2.259
M3 - Article
VL - 43
SP - 259
EP - 266
JO - Journal of Marketing Research
JF - Journal of Marketing Research
SN - 0022-2437
IS - 2
ER -