Article | Harvard Business Review | July – August 2008

When Virtue Is a Vice

by Anat Keinan and Ran Kivetz


Choosing duty over pleasure today can cause regret down the road—whereas regret over the reverse is fleeting. Marketers of luxury products and services should consider prompting customers to predict their future feelings about choices made now.

Keywords: Decision Choices and Conditions; Forecasting and Prediction; Moral Sensibility; Marketing Strategy; Consumer Behavior; Emotions; Luxury;


Keinan, Anat, and Ran Kivetz. "When Virtue Is a Vice." HBS Centennial Issue Harvard Business Review 86, nos. 7/8 (July–August 2008): 22.