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Chapter 4. License to Sin:
Why Being Good Gives Us Permission to Be Bad
Pages 82–83—Sexist survey and moral licensing:
Monin, B., and D. T. Miller. “Moral
Credentials and the Expression of Prejudice.”
Journal of Personality and Social Psychology
81
(2001)33–43.
Page 84—How feeling virtuous licenses being bad:
Fishbach, A., and R. Dhar. “Goals as Excuses
or Guides: The Liberating Effect of Perceived Goal Progress on Choice.”
Journal of Consumer
Research
32 (2005): 370–77. See also Fishbach, A., and Y. Zhang. “Together or Apart: When Goals
and Temptations Complement Versus Compete.”
Journal of Personality and Social Psychology
94
(2008): 547–59.
Page 84—Past good behavior lets us off the hook:
Sachdeva, S., R. Iliev, and D. L. Medin.
“Sinning Saints and Saintly Sinners.”
Psychological Science
20 (2009): 523–28.
Page 85—Indulging on purpose:
Mukhopadhyay, A., and G. V. Johar. “Indulgence as Self-Reward
for Prior Shopping Restraint: A Justification-Based Mechanism.”
Journal of Consumer Psychology
19 (2009): 334–45.
Page 85—I deserve a treat:
Mick, D. G., and M. Demoss. “Self-Gifts: Phenomenological Insights
from Four Contexts.”
Journal of Consumer Research
17 (1990): 322–32.
Page 85—Imagining altruistic behavior licenses us to indulge:
Khan, U., and R. Dhar.
“Licensing Effect in Consumer Choice.”
Journal of Marketing Research
43 (2006): 259–66.
Pages 86–87—Moral judgments:
Haidt, J. “The Emotional Dog and Its Rational Tail: A Social
Intuitionist Approach to Moral Judgment.”
Psychological Review
108 (2001): 814–34.
Page 89—Weight loss licenses chocolate:
Fishbach, A., and R. Dhar. “Goals as Excuses or
Guides: The Liberating Effect of Perceived Goal Progress on Choice.”
Journal of Consumer
Research
32 (2005): 370–77.
Pages 88–90—Progress versus commitment:
Fishbach, A., and R. Dhar. “Goals as Excuses or
Guides: The Liberating Effect of Perceived Goal Progress on Choice.”
Journal of Consumer
Research
32 (2005): 370–77. See also Fishbach, A., R. Dhar, and Y. Zhang. “Subgoals as Substitutes
or Complements: The Role of Goal Accessibility.”
Journal of Personality and Social Psychology
91
(2006): 232–42.
Page 91—Remember the why:
Mukhopadhyay, A., J. Sengupta, and S. Ramanathan. “Recalling
Past Temptations: An Information-Processing Perspective on the Dynamics of Self-Control.”
Journal
of Consumer Research
35 (2008): 586–99.
Page 93—Credit for future behavior:
Fishbach, A., and R. Dhar. “Goals as Excuses or Guides:
The Liberating Effect of Perceived Goal Progress on Choice.”
Journal of Consumer Research
32
(2005): 370–77.
Page 93—Salad increases unhealthy choices:
Wilcox, K., B. Vallen, L. Block, and G. J. Fitzsi-
mons. “Vicarious Goal Fulfillment: When the Mere Presence of a Healthy Option Leads to an
Ironically Indulgent Decision.”
Journal of Consumer Research
36 (2009): 380–93.
Page 93—Future choice licenses self-indulgence:
Khan, U., and R. Dhar. “Where There Is a Way,
Is There a Will? The Effect of Future Choices on Self-Control.”
Journal of Experimental Psychology
136 (2007): 277–88.
Page 94—We’ll have more free time in the future:
Zauberman, G., and J. J. G. Lynch. “Resource
Slack and Propensity to Discount Delayed Investments of Time Versus Money.”
Journal of
Experimental Psychology
134 (2005): 23–37.
Page 95—An ideal future:
Tanner, R. J., and K. A. Carlson. “Unrealistically Optimistic
Consumers: A Selective Hypothesis Testing Account for Optimism in Predictions of Future
Behavior.”
Journal of Consumer Research
35 (2009): 810–22.
Page 96—Reduce variability of behavior, e.g., smoke same number of cigarettes every day:
Rachlin, H.
The Science of Self-Control
. Cambridge: Harvard University Press, 2000, 126–27.
Page 97—Healthy choice licenses indulgence:
Chandon, P., and B. Wansink. “The Biasing Health
Halos of Fast-Food Restaurant Health Claims: Lower Calorie Estimates and Higher Side-Dish
Consumption Intentions.”
Journal of Consumer Research
34 (2007): 301–14.
Page 99—Negative calories for cheeseburgers:
Chernov, A. “The Dieter’s Paradox.”
Journal of
Consumer Psychology
(in press).
Page 99—Chocolate for charity:
Mukhopadhyay, A., and G. V. Johar. “Indulgence as Self-Reward
for Prior Shopping Restraint: A Justification-Based Mechanism.”
Journal of Consumer Psychology
19 (2009): 334–45.
Page 100—Organic Oreos get a halo:
Schuldt, J. P., and N. Schwarz. “The ‘Organic’ Path to
Obesity? Organic Claims Influence Calorie Judgments and Exercise Recommendations.”
Judgment
and Decision Making
5 (2010): 144–50.
Page 102—Going green licenses stealing:
Mazar, N., and C. B. Zhong. “Do Green Products Make
Us Better People?”
Psychological Science
21 (2010): 494–98.
Page 103—Green licensing in real world:
Kotchen, M. J. “Offsetting Green Guilt.”
Stanford
Social Innovation Review
7 (2009): 26–31.
Pages 103–104—When does green licensing happen?
Gans, J. S., and V. Groves. “Carbon Offset
Provision with Guilt-Ridden Consumers.”
Social Science Research Network
(2010).
www.papers.ssrn.com/sol3/papers.cfm?abstract_id=969494
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