Navigating Between Virtues and Vices: Moderators of Decisions Involving Hedonic versus Utilitarian Choices

  • Khan U
  • Urminsky O
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Everyday choices often reflect an ongoing conflict between the desire for hedonic vices on the one hand (e.g. buying a DVD player or designer jeans, watching television) and the presumably more rational need for utilitarian virtues on the other (e.g. buying an electronic organizer or vacuum cleaner, studying). Given limitations on resources, people regularly face difficult decisions to either indulge in a vice or to exercise self-control and be virtuous.

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  • Uzma Khan

  • Oleg Urminsky

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