Licensing Effect in Consumer Choice

By Uzma Khan, Ravi K. Dhar. 2006

982 citations recorded by the source corpus.

Subfields: Applied Psychology, General Decision Sciences, Marketing

View Paper: https://www.semanticscholar.org/paper/c8b142b6a3e57acceb35cf4efafb92d1a9f2aab3

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Citations in the corpus

Paying to Be Nice: Consistency and Costly Prosocial Behavior (2011, neutral): “Published online in Articles in Advance November 4, 2011.”
Understanding the inherent complexity of sustainable consumption: A social cognitive framework (2013, background): “However, researchers have observed a licensing effect whereby pro-environmental behavior leads to activations of anti-environmental behaviors (Khan & Dhar, 2006; Mazar & Zhong, 2010).”
From plastic bottle recycling to policy support: An experimental test of pro-environmental spillover (2016, methodology): “One study demonstrated that virtuous behaviors lead to increased feelings of moral self-worth, which then lead to increases in subsequent immoral behavior (Khan & Dhar, 2006).”
Exploring the credibility of online celebrities' Instagram profiles in influencing the purchase decisions of young female users (2017, background): “According to several authors (Khan & Dhar, 2006; Thoumrungroje, 2014; Wilcox & Stephen, 2013), higher self-esteem among individuals online lowers personal self-control, which can often lead to increased impulse purchasing and excessive spending.”
When Healthy Food Makes You Hungry (2010, background): “Shah, Ayelet Fishbach, Ron Friedman, Woo Young Chun, and David Sleeth-Keppler (2002), “A Theory of Goal Systems,” Advances in Experimental Social Psychology, 34 (March), 331–78. Liberman, Nira, Jens Förster, and E. Tory Higgins (2007), “Completed versus Interrupted Priming: Reduced Accessibility fro”
Vicarious Goal Fulfillment: When the Mere Presence of a Healthy Option Leads to an Ironically Indulgent Decision (2009, background): “Moreover, Khan and Dhar (2006) show that intentions to engage in virtuous activities (e.g., volunteering or making a charitable donation) lead individuals to select more indulgent items (e.g., designer jeans) over practical ones (e.g., a vacuum cleaner) in subsequent choice tasks.”
The strategic pursuit of moral credentials (2012, positive): “More generally, establishing one's morality can license selfish or unethical behavior (Jordan, Mullen, & Murnighan, 2011; Khan & Dhar, 2006; Mazar & Zhong, 2010; Sachdeva, Iliev, & Medin, 2009).”
Pleasure principles: A review of research on hedonic consumption (2013, background): “…to pay for the purchase in effort rather than money or the hedonic option is earned via effort, good performance, or a previous act of altruism (Khan & Dhar, 2006; Kivetz & Simonson, 2002b; Kivetz & Zheng, 2006; Okada, 2005), when the time frame for consumption is short or limited and thus…”
License to sin: Self-licensing as a mechanism underlying hedonic consumption (2012, background): “The concept of self-licensing contends that people are more likely to choose hedonic goods when the decision context allows them to justify the consumption (Khan & Dhar, 2006; Kivetz & Simonson, 2002; Kivetz & Zheng, 2006).”
For the Fun of It: Harnessing Immediate Rewards to Increase Persistence in Long-Term Goals (2016, neutral): “…the conflict between activities that offer either delayed or immediate rewards (e.g., eating healthy food that tastes bad vs. tasty food that is unhealthy; Ainslie 2001; Fishbach and Converse 2010; Hoch and Loewenstein 1991; Hofmann, Friese, and Strack 2009; Khan and Dhar 2006; Wertenbroch 1998).”