Prior research on indulgence has focused on how consumers achieve an intrapersonal balance between prior indulgent choices and subsequent restrained choices. The current research proposes that indulgence also leads individuals to achieve an interpersonal balance between self-indulgent choices and other-indulgent choices. Two experiments demonstrate that consumers who have made indulgent food choices for the self are more likely to make indulgent food choices for their friend and this phenomenon occurs because indulgent food choices for oneself increases negative self-conscious affect, which in turn increases motivation to involve others. The effect of indulgent food choice for oneself on indulgent food choice for others are moderated by perceived similarity of others to the self. This research makes theoretical contributions to indulgence, self-regulation, and emotion literature by exploring a novel downstream consequence of food choices for oneself on food choices for others.
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How Indulgent Food Choices for Oneself Lead to Indulgent Food Choices for Others
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