This research examines the effect of the consumption sequence of vices and virtues on consumers’ enjoyment. Five studies show that consuming a virtue after a vice increases consumers’ enjoyment of the overall experience relative to consuming the same items in the opposite sequence. Moreover, this sequence effect disappears when people have no strong goals that the vice violates, when the vice is perceived as less vicious, when the vice and the virtue serve unrelated goals, and when the vice and the virtue are perceived as isolated. These findings provide important guidance on product bundling, service journey design, packaging and marketing communications for vice products and vice/virtue bundles.

本研究考察了恶习和美德的消费顺序对消费者享受的影响。五项研究表明，与以相反的顺序消费相同的物品相比，在恶习之后消费美德会增加消费者对整体体验的享受。此外，当人们没有恶习所违反的强烈目标时，当恶习被认为不那么恶毒，当恶习和美德服务于不相关的目标时，当恶习和美德被认为是孤立的时，这种序列效应就会消失。这些发现为副产品和副/美德捆绑的产品捆绑、服务旅程设计、包装和营销传播提供了重要指导。