Frequency Versus Intensity: How Thinking of a Frequent Consumption Indulgence as Social Versus Solitary Affects Preferences for How to Cut Back
Abstract
Many consumers engage in frequent consumption indulgences. Because such indulgences accumulate resource costs (e.g., money, calories), consumers are often prompted to cut back, posing questions for how to design cutback programs with consumer appeal. This research distinguishes between frequent indulgences that consumers think of as social (vs. solitary), demonstrating that thinking of an indulgence as social (vs. solitary) decreases preferences...
Paper Details
Title
Frequency Versus Intensity: How Thinking of a Frequent Consumption Indulgence as Social Versus Solitary Affects Preferences for How to Cut Back
Published Date
Jan 10, 2022
Volume
59
Issue
3
Pages
497 - 516
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