The Positive Impact of Product Orderliness on Intentions to Consume Vices

ABSTRACT This research examines how product orderliness, operationalized through the orderliness of product displays, influences the consumption of vices. We demonstrate that an orderly (vs. disorderly) product display enhances vice consumption by heightening consumers' sense of control over consumption situations and their outcomes, thereby reducing motivation to regulate indulgent consumption. Consistent with this account, product display orderliness does not impact the consumption of virtues, because virtue consumption is already associated with a high baseline sense of control. Moreover, enhancing perceived control through episodic recall or the provision of choice mitigates the effect of product orderliness on vice consumption. This research contributes to the literature on environmental influences, perceived control, and indulgent consumption, and offers practical implications for marketers by showing how product display orderliness can influence indulgent consumption decisions.