When we think of colas, Coca-Cola first comes to mind. Products such as Cola-Cola, Tide laundry detergent, and Chapstick lip balm are the prototypical products in their respective categories. For more than three decades, research in consumer psychology has accumulated evidence on how...

Research in psychology shows that consumption goals can help consumers avoid excessive consumption of vice goods and the associated long-term harm. In this paper, we propose a model of self-control with consumption goals and examine how goals moderate the behavior of consumers and the firm's...