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EMAC 2022 Annual

A Framework to Inspire Research on Justifying Indulgent Choice Over Time

Published: May 24, 2022


Sven Feurer, Bern University of Applied Sciences; Kelly Haws, Owen Graduate School of Management


Much can be learned from studying the effectiveness of consumer justifications for their behavior across multiple choice occasions, but research on this topic is scarce. In response, the present research puts forth a conceptual framework for addressing vice-virtue dilemmas through the lens of repeated justifications for indulgent choice based on the notion of perceived exceptionality over time and the salient prior decisions that help to determine this exceptionality. The authors discuss their framework for a broader understanding of indulgent choice and decision-making patterns, as well as possible process mechanisms and specific avenues for future research.