The role of consumer self-control in the consumption of virtue products

Danit Ein-Gar*, Jacob Goldenberg, Lilach Sagiv

*Corresponding author for this work

Research output: Contribution to journalArticlepeer-review

21 Scopus citations


Virtue products (such as sunscreen lotion and dental floss) promise future benefits and, at the same time, carry immediate and ongoing usage costs. Although consumers acknowledge the benefits of virtue products, they find it difficult to consume them on a daily basis. This research focuses on a key problem in the consumption of virtue products-ongoing use-and identifies ways to help consumers maintain ongoing consumption.We propose and show that products' attributes (in terms of future versus present benefits) and consumers' dispositional self-control interact to shape the consumption of virtue products. In two field experiments that use different product categories-dental floss and sunscreen lotion-we show that low self-control participants consume a virtue product whose product description highlights a present benefit more than they consume a virtue product whose description highlights a future benefit. Among high self-control participants the reverse effect was observed. In a third study we show the same pattern of results when willingness to pay is measured.

Original languageAmerican English
Pages (from-to)123-133
Number of pages11
JournalInternational Journal of Research in Marketing
Issue number2
StatePublished - Jun 2012

Bibliographical note

Funding Information:
This research was supported by grants from the K-mart International Center of Marketing and Retailing , the Davidson Center and by the Reccanati Fund at the School of Business Administration at the Hebrew University of Jerusalem.


  • Health behavior
  • Self-control
  • Sunscreen lotion
  • Virtue products


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