Two experimental studies examine the effect of morality metaphors in advertising on consumer indulgence. The results of Experiment 1 provide evidence to suggest that consumer rebelliousness mediates the effect of morality metaphors on indulgent consumption, with Experiment 2 providing further evidence of the rebelliousness process underlying the immorality-indulgence effect.

• Jasmina Ilicic(Monash University, Australia)
• Stacey M. Baxter(The University of Newcastle, Australia)
• Alicia Kulczynski(The University of Newcastle, Australia)