Enjoyment or indulgence: What draws the line in hedonic food consumption?

Due to the common mis-conceptualization of indulgent consumption, most research has framed hedonic consumption as a misdeed and a self-control failure. However, hedonic consumption may not necessarily be solely indulgent; it can benefit consumer well-being if applied appropriately, especially in the hospitality and tourism industry. Through two studies, this research identifies goal conflict as the fundamental difference between hedonic and indulgent consumption and examines its impacts on individuals’ subsequent cognitive and affective processes. Cognitively, consumption is perceived as indulgent and thus a self-control failure only when goal conflict exists. Affectively, goal conflict evokes anticipated regret but does not influence anticipated pleasure. Such effects are context-specific and individual-specific. This research meaningfully contributes to the literature on hedonic consumption by clarifying hedonic and indulgent consumption. It also provides valuable implications for industry practitioners in hospitality businesses and consumers facing hedonic consumption choices.