Investigating the Pleasures of Sin: The Contingent Role of Arousal‐Seeking Disposition in Consumers' Evaluations of Vice and Virtue Product Offerings
研究了消费者对混合恶习与美德产品（如混合套餐）与纯恶习产品的购买意向差异，发现唤醒寻求倾向会调节这种偏好，唤醒寻求者更爱纯恶习产品，而唤醒回避者更爱混合产品。
ABSTRACT Mixed bundles of vice and virtue are an increasingly important product category. However, many mixed bundles fail in the marketplace, and so it is important to examine how consumers evaluate such mixed bundles. This paper examines consumers' affective responses and consequent purchase evaluations for a mixed vice‐virtue bundle versus a pure vice product. Results of Study 1 show that purchase intentions are higher for a pure vice product versus a mixed product; also, increased purchase intentions are mediated by differences in arousal. Given that consumers differ in their arousal‐seeking dispositions, results of Studies 2 and 3 show that individual differences in arousal‐seeking moderate the relationship between product type (pure vice product vs. mixed product) and purchase intentions, with arousal‐seeking consumers preferring pure vice bundles, and arousal‐avoidant consumers preferring mixed bundles. This paper contributes to theory on mixed vice‐virtue bundles, and also provides pointers on how to better market mixed bundles.