Many purchase and consumption decisions involve an intrapersonal struggle between consumers’ righteous, prudent side and their indulgent, pleasure-seeking side. Whereas purchasing and consuming utilitarian necessities and virtues (e.g., a practical car, a healthful food item) is considered responsible and farsighted, yielding to hedonic temptations (e.g., buying a luxurious car, eating a chocolate cake) is viewed as impulsive and wasteful.
