Engagement in virtuous behavior can subsequently increase preference for conflicting, hedonic consumption options (Fishbach and Dhar 2005; Khan and Dhar 2006). We conceptually replicate the effect of licensing in a real behavior context, while extending this work by introducing a novel effect of...

This research examines how consumption of a performance branded product systematically improves objective outcomes in a variety of contexts. Five field and laboratory studies demonstrate that this performance brand effect emerges through psychological mechanisms unrelated to functional product...