Vicarious Goal Fulfillment: When the Mere Presence of a Healthy Option Leads to an Ironically Indulgent Decision

By Keith Wilcox, Beth Vallen, Lauren G. Block, Gavan J. Fitzsimons. 2009

301 citations recorded by the source corpus.

Subfields: Applied Psychology, General Decision Sciences, Management, Monitoring, Policy and Law

View Paper: https://www.semanticscholar.org/paper/b2c5e370eea557a8b5fe93cc548249b0982ea7af

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Citations in the corpus

Like ripples on a pond: behavioral spillovers and their implications for research and policy (2015, background): “The permitting versus purging distinction, for instance, is closely in line with ‘self-completion theory’ (Wicklund & Gollwitzer, 1981, 1982), which postulates that, upon achieving an identity-relevant goal, we can feel ‘complete’ and thus ‘temper’ our future identity goal strivings.”
Speaking to the mind or the heart: effects of matching hedonic versus utilitarian arguments and products (2016, background): “For example, several studies found that a mismatch can enhance consumers’ attitudes and the level of persuasion (Chandon and Wansink 2007; Gill 2008; Wilcox et al. 2009), because consumers perceive a (moderate) mismatch as novel and stimulating, leading to greater elaboration and thus more persuasio”
Positive Mood and Resistance to Temptation: The Interfering Influence of Elevated Arousal (2010, background): “…have long been interested in the conditions that diminish versus enhance consumers’ resistance to temptation (Andrade 2005; Andrade and Cohen 2007; Hoch and Loewenstein 1991; Kivetz and Keinan 2006, McFerran et al. 2010; Ramanathan and Menon 2006, Shiv and Fedorikhin 1999, Wilcox et al. 2009).”
The Best of Both Worlds? Effects of Attribute-Induced Goal Conflict on Consumption of Healthful Indulgences (2012, result): “As we argued previously, prior research provides conflicting predictions about whether exposure to healthful food labels activates health goals (Shah and Kruglanski 2003) or whether it satisfies or inhibits such goals (Liberman, Förster, and Higgins 2007; Wilcox et al. 2009).”
Goal Management in Sequential Choices: Consumer Choices for Others Are More Indulgent than Personal Choices (2010, background): “Electronically published March 3, 2010 1999; Fishbach and Dhar 2005; Laran and Janiszewski 2009) and frequently pursue alternative goals even if a focal goal has not actually been fulfilled (Wilcox et al. 2009).”
Indulgence or Self-Control: A Dual Process Model of the Effect of Incidental Pride on Indulgent Choice (2011, methodology): “However, recent research suggests that simply intending to pursue the goal (Fishbach and Dhar 2005) or merely considering goalconsistent options (Wilcox et al. 2009) can also satisfy the goal.”
When Healthy Food Makes You Hungry (2010, background): “Consistent with this analysis, previous work on licensing documented an increase in indulgence after making a virtuous, healthy choice (Khan and Dhar 2006; Wilcox et al. 2009).”