Licensing Effect in Consumer Choice

  title={Licensing Effect in Consumer Choice},
  author={Uzma Khan and Ravi K. Dhar},
  journal={Journal of Marketing Research},
  pages={259 - 266}
Most choices in the real world follow other choices or judgments. The authors show that a prior choice, which activates and boosts a positive self-concept, subsequently licenses the choice of a more self-indulgent option. The authors propose that licensing can operate by committing to a virtuous act in a preceding choice, which reduces negative self-attributions associated with the purchase of relative luxuries. Five studies demonstrate the proposed licensing effect of a prior commitment to a… 

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