GUILTY PLEASURES
MORAL LICENSING
A tendency to justify our 'undesirable' actions because of previous 'good' behavior.
Humans subconsciously balance our “good” and “bad” behavior over time. When we’ve done things that are positive, responsible, and generous in the past, we are more likely to rationalize (and forgive ourselves) for less desirable actions in the present.
For example, consumers are twice as likely to purchase a luxury item when asked to commit to a charitable act prior to shopping.
SO WHAT
Consumers presented with an opportunity to do good (for the planet or for others, e.g.) will indulge afterwards. Conversely, they will overcompensate with altruistic actions if they feel guilty.
Also, the sequence matters; the first decision influences the second.
NOW WHAT
Brands seen as a "treat" should target consumers in a virtuous mindset, such as when they are in gyms or on Friday afternoons after a hard week's work.
Simply giving consumers a reason to feel good about themselves is enough. Prominently display products that are eco-friendly or donate a portion of proceeds to charity; this will prompt subsequent buying.
MARKETING IMPLICATION
How can you engineer the consumer journey to capitalize on moral licensing? What products and value propositions should be shown first?
Every action you take is a vote for the type of person you wish to become.
- James Clear
Sources & Additional Reading
https://diginomica.com/moral-licensing-ai-teams-and-you-problem-yet-be-reckoned
https://hbr.org/2016/10/praising-customers-for-ethical-purchases-can-backfire
https://www.voucherify.io/blog/the-licensing-effect-a-rarely-used-tactic-to-get-your-visitors-to-splurge