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Seize the Day! Encouraging Indulgence for the Hyperopic Consumer

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  • Kelly L. Haws
  • Cait Poynor

Abstract

This article explores the phenomenon of "hyperopia," or an aversion to indulgence, as introduced by Kivetz and Keinan ( 2006 ) and Kivetz and Simonson ( 2002 ). We first develop a measure to capture hyperopia as an individual difference. Three empirical studies use this measure to demonstrate that hyperopia and high self-control are both conceptually and empirically distinct. Further, we show that altering the level at which an action or item is construed can make an indulgent goal or luxury product more appealing to the high hyperopia consumer by influencing its value in terms of an attractive long-term outcome. (c) 2008 by JOURNAL OF CONSUMER RESEARCH, Inc..

Suggested Citation

  • Kelly L. Haws & Cait Poynor, 2008. "Seize the Day! Encouraging Indulgence for the Hyperopic Consumer," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 35(4), pages 680-691, September.
    • Handle: RePEc:oup:jconrs:v:35:y:2008:i:4:p:680-691
    DOI: 10.1086/592129
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    Cited by:

    1. Lim, Xin-Jean & Cheah, Jun-Hwa & Ngo, Liem Viet & Chan, Kara & Ting, Hiram, 2023. "How do crazy rich Asians perceive sustainable luxury? Investigating the determinants of consumers’ willingness to pay a premium price," Journal of Retailing and Consumer Services, Elsevier, vol. 75(C).
    2. Wu, Yuanyuan & Liu, Tianjiao & Teng, Lefa & Zhang, Hui & Xie, Chenxin, 2021. "The impact of online review variance of new products on consumer adoption intentions," Journal of Business Research, Elsevier, vol. 136(C), pages 209-218.
    3. Ayadi, Nawel & Giraud, Magali & Gonzalez, Christine, 2013. "An investigation of consumers' self-control mechanisms when confronted with repeated purchase temptations: Evidence from online private sales," Journal of Retailing and Consumer Services, Elsevier, vol. 20(3), pages 272-281.
    4. Pan, Li (Sunny) & Pezzuti, Todd & Lu, Wei & Pechmann, Cornelia (Connie), 2019. "Hyperopia and frugality: Different motivational drivers and yet similar effects on consumer spending," Journal of Business Research, Elsevier, vol. 95(C), pages 347-356.
    5. Desmichel, Perrine & Kocher, Bruno, 2020. "Luxury Single- versus Multi-Brand Stores: The Effect of Consumers’ Hedonic Goals on Brand Comparisons," Journal of Retailing, Elsevier, vol. 96(2), pages 203-219.
    6. Cristini, Hélène & Kauppinen-Räisänen, Hannele & Barthod-Prothade, Mireille & Woodside, Arch, 2017. "Toward a general theory of luxury: Advancing from workbench definitions and theoretical transformations," Journal of Business Research, Elsevier, vol. 70(C), pages 101-107.
    7. Anat Keinan & Ran Kivetz & Oded Netzer, 2016. "The Functional Alibi," Journal of the Association for Consumer Research, University of Chicago Press, vol. 1(4), pages 479-496.
    8. Dewitte, Siegfried, 2013. "From willpower breakdown to the breakdown of the willpower model – The symmetry of self-control and impulsive behavior," Journal of Economic Psychology, Elsevier, vol. 38(C), pages 16-25.
    9. Nguyen Pham & Naomi Mandel & Andrea C. Morales, 2016. "Messages from the Food Police: How Food-Related Warnings Backfire among Dieters," Journal of the Association for Consumer Research, University of Chicago Press, vol. 1(1), pages 175-190.
    10. Kovacheva, Aleksandra & Nikolova, Hristina & Lamberton, Cait, 2022. "Will he buy a surprise? Gender differences in the purchase of surprise offerings," Journal of Retailing, Elsevier, vol. 98(4), pages 667-684.
    11. Heydari, Ali & Laroche, Michel & Paulin, Michèle & Richard, Marie-Odile, 2021. "Hofstede's individual-level indulgence dimension: Scale development and validation," Journal of Retailing and Consumer Services, Elsevier, vol. 62(C).
    12. Petersen, Francine Espinoza & Dretsch, Heather Johnson & Komarova Loureiro, Yuliya, 2018. "Who needs a reason to indulge? Happiness following reason-based indulgent consumption," International Journal of Research in Marketing, Elsevier, vol. 35(1), pages 170-184.

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