Conceptualizing Guilt in the Consumer Decision‐making Process

Abstract

Consumer purchase decisions can be influenced by many emotions, including guilt. Guilt which enters into the consumer purchase decision is identified as “consumer guilt” and may provide opportunities for marketers to influence the consumer decision process. A negative emotion which results from a consumer decision that violates one′s values or norms, explores the consumer guilt construct in a series of focus groups. The groups were composed of subjects representing various age, religious affiliation, occupation, and income groups. Four types of consumer guilt were identified: financial; health; moral; and financial responsibility. Consumer guilt is further classified in terms of anticipatory and reactive states, occurring in both decisions to purchase as well as not to purchase, and as it relates to focus on oneself or others.

Guilt and giving: A process model of empathy and efficacy

“…Guilt follows an (in)action, whereas anticipatory guilt precedes an (in)action (e.g., Huhmann & Brotherton, 1997). Burnett and Lunsford (1994) identified social responsibility guilt as one of four primary forms of consumer guilt, the others being health, moral, and financial guilt. Similarly, existential guilt is an awareness of the difference in well-being between oneself and others (Ruth & Faber, 1988).…”

Sustainable Luxury Fashion Consumption and the Moderating Role of Guilt

“…Although many retailers concern that consumer guilt will have a negative impact on their business (Izzo, 2014), many researchers suggest that guilt is not necessarily harmful (Burnett & Lunsford, 1994;Onwezen, Bartels, & Antonides, 2014). For example, prior studies demonstrate that guilt provides an explanation for individuals' ethical, prosocial, and altruistic behavior (Burnett & Lunsford, 1994;Onwezen et al, 2014). In specific, Onwezen et al (2014) demonstrate that guilt stimulates consumers to engage in a sustainable behavior, which enables them to correct their negative emotional experience.…”

“…Guilt refers to an individual's sense of regret and remorse, which is caused by his/her consumption experience that disregards his/her own values or social norms (Burnett & Lunsford, 1994). According to Burnett and Lunsford (1994), consumers may experience a sense of guilt when they make excessive spending, such as luxury consumption, that is not easily justifiable to themselves as well as to others.…”

“…Guilt refers to an individual's sense of regret and remorse, which is caused by his/her consumption experience that disregards his/her own values or social norms (Burnett & Lunsford, 1994). According to Burnett and Lunsford (1994), consumers may experience a sense of guilt when they make excessive spending, such as luxury consumption, that is not easily justifiable to themselves as well as to others. Although many retailers concern that consumer guilt will have a negative impact on their business (Izzo, 2014), many researchers suggest that guilt is not necessarily harmful (Burnett & Lunsford, 1994;Onwezen, Bartels, & Antonides, 2014).…”

“…According to Burnett and Lunsford (1994), consumers may experience a sense of guilt when they make excessive spending, such as luxury consumption, that is not easily justifiable to themselves as well as to others. Although many retailers concern that consumer guilt will have a negative impact on their business (Izzo, 2014), many researchers suggest that guilt is not necessarily harmful (Burnett & Lunsford, 1994;Onwezen, Bartels, & Antonides, 2014). For example, prior studies demonstrate that guilt provides an explanation for individuals' ethical, prosocial, and altruistic behavior (Burnett & Lunsford, 1994;Onwezen et al, 2014).…”