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