Work more and indulge more: Exploring the self-licensing effect of hard work on likelihood to purchase hedonic products

There is a common belief that hard work is a critical virtue to be possessed. Although there is ample evidence on the benefits of hard-work across different contexts, little research has been examined to explore the potential negative consequences of hard-work (except for the case of burn-out). This research aims to address this interesting void and explore how hard work can license consumers to indulge, increasing their likelihood to purchase hedonic products. Across two studies, it is found that consumers who perceive their hard work have a higher likelihood to purchase hedonic products (e.g., chocolate bar) even when they experience less desirable outcome. However, when consumers have outcome-focused (vs. process-focused) orientation, this self-licensing effect will disappear. These findings can be beneficial for firms and marketers to effectively develop marketing strategies, especially in promoting hedonic products and services.