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What is Costs and Benefits of Consumer Temptation about?

The paper explores the interplay of costs and benefits of temptation in consumer choice, proposing that the presence of tempting options can enhance the utility of choosing a virtue and diminish the utility of choosing a vice. Through five experiments, the authors demonstrate that self-signaling effects from the composition of choice sets influence consumer preferences and willingness to pay. The findings have implications for understanding impulsive behavior and for managerial strategies in pricing and ass

Author

Mehak Deep Kaur

Language

EN