Prior research has presented that consumers prefer bonus pack than price discount because bonus pack is framed as gain and price discount is framed as loss. However, I propose that this preference does not hold for vice products. Consumers prefer a price discount to a bonus pack for vice products but prefer a bonus pack to a price discount for virtue products. The process underlying the proposed effect is that a price discount acts as a justifiable reason and can mitigate the guilt associated with the vice consumption. Conversely, the absent of guilt leads consumers to choose a bonus pack for virtue products. Dispositional consumption guilt and previous task (hard or easy) influence the choice of price discount versus bonus pack for vice and virtue consumption.
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The Effects of Product Types on the Preference for Price Discount and Bonus Pack
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