Abstract:

This research investigates how time concept influences consumers’ self-control, especially, the choice between virtue and vice. The results of two experiments reveal that unconsciously expose individuals with time concept helps them to have a better understanding of the conflict between the short-term and long-term interests, hence consumers with time concept are more likely to choose virtue versus vice. Furthermore, the impact of time concept is moderated by consumers’ current time constraint.

Key words: Time, Vice, Virtue, Self-Control