Episode 44 How Indulgence Brands Can Benefit
From Moral Licensing
In this episode, we explore how indulgence brands like soft drinks and ice creams can use behavioral science principles.
We discuss moral licensing, where people overcompensate in one area after behaving virtuously in another, and how brands
like Miller and L'Oreal have applied this insight. Lastly, we examine a study by Read, showing how shoppers make
different choices when picking for their current versus future selves.
Episode Highlights
Chiou study into moral licensing
Read study into our future versus current selves
Resources & Useful Links
Looking to dive deeper on moral licensing? Explore these resources to learn how behavioral science can boost
your brand’s appeal and why understanding actual consumer behavior is so crucial.
Keep Listening
Ep30 - Optimism Bias with Tali Sharot
How consumer behavior has the tendency to overestimate the likelihood of positive events and underestimate the likelihood of negative events
Ep31 - Costco: Loyalty Cards, Ski Trips, and the Sunk Cost Effect
How consumer behavior can be decided by loyalty programes and the theory of sunken cost
