Chen, Fangyuan; Sengupta, Jaideep - In: Journal of Consumer Research 41 (2014) 4, pp. 1089-1089
This research examines the vitality produced by vices—products that offer immediate gratification at the cost of long-term adversity. While vices are intrinsically enjoyable, they also induce guilt. Our conceptualization incorporates these opposing forces to argue that vice consumption is...