Consumption Self-Control by Rationing Purchase Quantities of Virtue and Vice

Wertenbroch, K. (1998), Marketing Science, 17 (4), 317-337.

First empirical demonstration (using experimental, field, and market-level data) in the self-control literature of how consumers apply precommitment strategies to control their consumption of vice and virtue goods.



(My publication)Posted: Wednesday, May 27, 2009 by wertenbroch
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