The article "Licensing Effect in Consumer Choice" by Uzma Khan and Ravi Dhar explores how prior choices that activate and boost self-concept can license subsequent more self-indulgent choices. The authors propose that expressing an initial virtuous intent reduces negative self-attributions associated with the purchase of relative luxuries, leading to a preference for such options. Five studies are conducted to support this hypothesis. The results show that participants are more likely to choose a luxury item after an initial decision that boosts their self-concept, but this effect diminishes if the virtuous act is attributed to external motivation. The study also finds that the licensing effect operates through a boost in self-concept, which mediates the preference for luxury items. The findings have implications for understanding how priming self-concept can influence consumer behavior and provide marketing strategies to increase the likelihood of luxury purchases.The article "Licensing Effect in Consumer Choice" by Uzma Khan and Ravi Dhar explores how prior choices that activate and boost self-concept can license subsequent more self-indulgent choices. The authors propose that expressing an initial virtuous intent reduces negative self-attributions associated with the purchase of relative luxuries, leading to a preference for such options. Five studies are conducted to support this hypothesis. The results show that participants are more likely to choose a luxury item after an initial decision that boosts their self-concept, but this effect diminishes if the virtuous act is attributed to external motivation. The study also finds that the licensing effect operates through a boost in self-concept, which mediates the preference for luxury items. The findings have implications for understanding how priming self-concept can influence consumer behavior and provide marketing strategies to increase the likelihood of luxury purchases.