Consumption Threshold at Which Virtue Products Become Vice Products: The Case of Beer

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Title: Consumption Threshold at Which Virtue Products Become Vice Products: The Case of Beer
Authors: Ruiz-Conde, Enar | Mas-Ruiz, Francisco | Parreño-Selva, Josefa
Research Group/s: Investigación en Marketing | Grupo de Investigación de la Marca Corporativa (UA.BRANDSCIENCE) | Marketing
Center, Department or Service: Universidad de Alicante. Departamento de Marketing
Keywords: Consumption threshold | Virtue and vice products | Self-control | Reverse self-control problem
Knowledge Area: Comercialización e Investigación de Mercados
Issue Date: 22-Jul-2021
Publisher: MDPI
Citation: Ruiz-Conde E, Mas-Ruiz F, Parreño-Selva J. Consumption Threshold at Which Virtue Products Become Vice Products: The Case of Beer. Foods. 2021; 10(8):1688.
Abstract: Relative vices and virtues have traditionally been defined according to time-inconsistent preferences. Vice products exchange small immediate rewards (e.g., pleasure) for larger delayed costs (e.g., health), while virtue products exchange small immediate costs for larger delayed rewards. This definition can be criticized because there is evidence that small amounts of beer (or chocolate) convey a long-term health benefit, whereas large quantities impose a delayed cost. Thus, we assume that virtue products can become vice products when consumption is above a certain threshold. Survey data identifies alcoholic beer as a product that gives immediate rewards and does not impose a delayed cost. Our analysis reveals a consumption threshold that supports our assumptions.
Sponsor: This research was funded by Ministerio de Economía y Competitividad of Spain. Reference: ECO2012-32001.
ISSN: 2304-8158
DOI: 10.3390/foods10081688
Language: eng
Type: info:eu-repo/semantics/article
Rights: © 2021 by the authors. Licensee MDPI, Basel, Switzerland. This article is an open access article distributed under the terms and conditions of the Creative Commons Attribution (CC BY) license (
Peer Review: si
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Appears in Collections:INV - Investigación en Marketing - Artículos de Revistas
INV - UA.BRANDSCIENCE - Artículos de Revistas
INV - MKT - Artículos de Revistas

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