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The placement of heroes and villains is ubiquitous on labels and packages in the marketplace. In this research, we examine the influence of a hero versus a villain label on the preference for virtue versus vice products. Across seven laboratory and field studies, we find that consumers derive higher utility for a hero (villain) label with a vice (virtue) food than from a hero (villain) label with a virtue (vice) food. Relying on a coherence-based explanation, we propose that a hero label adds a beneficial aspect to vice foods, making them appear less harmful, whereas a villain label adds an edgy aspect to virtue foods, making them appear more fun. This research provides insights into the effect of hero and villain branding and offers implications for marketing strategy and public policy.

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