Journal of Marketing Behavior > Vol 2 > Issue 4

The Licensing Effect Revisited: How Virtuous Behavior Heightens the Pleasure Derived from Subsequent Hedonic Consumption

Aaron M. Garvey, University of Kentucky, USA, aarongarvey@uky.edu. Lisa E. Bolton, Pennsylvania State University, USA, boltonle@psu.edu
 
Suggested Citation
Aaron M. Garvey and Lisa E. Bolton (2017), "The Licensing Effect Revisited: How Virtuous Behavior Heightens the Pleasure Derived from Subsequent Hedonic Consumption", Journal of Marketing Behavior: Vol. 2: No. 4, pp 291-298. http://dx.doi.org/10.1561/107.00000029

Published: 13 Apr 2017
© 2017 A. M. Garvey and L. E. Bolton
 
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Keywords
Consumer behaviorLicensingHedonic consumptionVirtueConsumer experienceFunctional foodHungerTaste
 

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Introduction
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Abstract

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 licensing on the intensity of subsequent hedonic experience. Our study reveals that, following virtuous consumption behavior (i.e., eating a functional food), the experienced intensity of subsequent hedonic consumption (i.e., pleasurable taste) may be heightened. Furthermore, this effect of licensing upon hedonic consumption is contingent upon the pre-existing visceral state (i.e., hunger) of the consumer. Specifically, as visceral hunger increases, the enhancing effect of licensing upon hedonic experience is mitigated.

DOI:10.1561/107.00000029