The vices and virtues of consumption choices: price promotion and consumer decision making

Ji Yan, Kun Tian, Saeed Heravi, Peter Morgan

Research output: Contribution to journalArticlepeer-review

25 Citations (Scopus)
14 Downloads (Pure)


As consumers exhibit relatively more self-control over healthy products by limiting the purchase quantity of vice choices and buying more virtue choices to adhere to healthy-eating goals, a price promotion has a stronger effect on virtue than vice choices of healthy food. In contrast, consumers exhibit relatively less self-control over unhealthy products and evaluate price promotions as a persuasive temptation mechanism; thus, a price promotion has a stronger effect on vice than virtue choices of unhealthy food. The results of the empirical analyses provide support for these hypotheses.

Original languageEnglish
Pages (from-to)461-475
Number of pages15
JournalMarketing Letters
Issue number3
Early online date1 Mar 2017
Publication statusPublished - Sep 2017


  • Price promotion
  • Relative virtue
  • Relative vice

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