How indulgence brands can benefit from moral licensing

Indulgence brands like ice cream and soft drinks leverage behavioral science principles to connect emotionally with consumers. The concept of moral licensing allows people to justify indulgent choices after virtuous actions, creating marketing opportunities. Brands like KitKat and L'Oreal effectively frame their products as rewards, enhancing consumer engagement. The discussion also reveals how emotional ties and timing influence snack choices, highlighting the nuances of immediate versus future consumption. Finally, personal snack favorites add a playful touch to the conversation.