When a prior indulgent choice promotes a subsequent indulgent choice: The justification mechanism

Abstract This study investigated the conditions and internal mechanisms under which prior indulgent choices promote subsequent indulgent choices. In this study, an indulgent choice is understood as a hedonic product choice that conflicts with self‐control, such as impulsively buying clothes for daily wear you like. While existing research on the drivers of indulgent choices based on the justification approach has mainly focused on consumers' state of self‐control, this study reveals the effect of prior pleasure‐seeking behaviors on subsequent indulgent choices. In the six studies we conducted, a prior indulgent purchase increased consumers' preference for subsequent indulgent choices when they perceived that the subsequent choice could further advance the prior indulgent choice's goal. The results validate the justification approach in that a prior indulgent purchase facilitates justification of a subsequent indulgent choice and enhances preference for this indulgent choice. In addition, the study confirms the boundary condition—this tendency occurs only when consumers perceive a need to justify their indulgent choices. The findings provide important theoretical insights and have practical implications in the design of strategies that consider consumers' purchase histories.