Investigating the Pleasures of Sin: The Contingent Role of Arousal‐Seeking Disposition in Consumers' Evaluations of Vice and Virtue Product Offerings

Mixed bundles of vice and virtue are an increasingly important product category. However, many mixed bundles fail in the marketplace, and so it is important to examine how consumers evaluate such mixed bundles. This paper examines consumers' affective responses and consequent purchase evaluations for a mixed vice‐virtue bundle versus a pure vice product. Results of Study 1 show that purchase intentions are higher for a pure vice product versus a...