Justification and Indulgence: Determinants of Justification and Indulgence

Ran Kivetz & Yuhuang Zheng
The decision to indulge is often painful because it evokes guilt and requires sacrificing prudence and necessities. While prior research and common sense suggest that people will allow themselves to indulge when they have a compelling justification, we still know very little about the determinants of such justification and consequent indulgence. Building on prior analyses in the social sciences, the authors propose two complementary routes to justifying indulgence: one through hard work or excellent performance...
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