Do We Really Need a Reason to Indulge?

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Pleasure principles: A review of research on hedonic consumption (2013, methodology): “…of food to influence judgments of tastiness (Raghunathan et al., 2006), and incorrectly predict enjoyment of an indulgence based on whether its consumption can be justified (Xu & Schwarz, 2009). objectives, as well as the accuracy of those expectations, is vital to improving consumers' lives.”
Enjoy! Hedonic Consumption and Compliance with Assertive Messages (2012, background): “Participants also answered three guilt-related items (“feel guilty/it would be a mistake/will regret”), adapted from Xu and Schwartz (2009).”
Why researchers should think "real-time": A cognitive rationale. (2012, background): “Extending this accessibility model of emotion report, Schwarz, Kahneman and Xu (2009; Xu & Schwarz, 2009) noted that the same semantic knowledge serves as a basis for predicting future feelings, for which episodic information is not available to begin with.”