Advanced Search
MyIDEAS: Login to save this paper or follow this series

The Emotional Experience of Guilt in Ethically Questionable Consumer Situations

Contents:

Author Info

  • S. STEENHAUT

    ()

  • P. VAN KENHOVE

    ()

Registered author(s):

    Abstract

    The current research scrutinizes the discrete emotion of guilt in situations in which the consumer benefits at the expense of the seller. A first objective was to endorse previous made assumptions of guilt being an important emotion in ethically questionable consumer situations. Therefore, in a first study the experience of guilt (versus shame) is explored across four different questionable consumer behaviors relying on two key ingredients of the guilt emotion, i.e. perceived control and omission/commission. A second objective was to examine what causes guilt to occur in these questionable situations (study 2a/b). Two distinct conceptualizations of the guilt emotion are investigated, i.e. the intrapsychic and interpersonal perspective. Results support both notions of the guilt emotion separately in the context of consumer ethics. When investigating the consequent ethical intentions, it was found to be sufficient for consumers’ behavioral decisions to alter if one of the two perspectives is made salient, that is, when guilt is aroused. Implications are discussed for both consumer ethics literature and consumer behavior research in general.

    Download Info

    If you experience problems downloading a file, check if you have the proper application to view it first. In case of further problems read the IDEAS help page. Note that these files are not on the IDEAS site. Please be patient as the files may be large.
    File URL: http://www.feb.ugent.be/nl/Ondz/wp/Papers/wp_06_381.pdf
    Download Restriction: no

    Bibliographic Info

    Paper provided by Ghent University, Faculty of Economics and Business Administration in its series Working Papers of Faculty of Economics and Business Administration, Ghent University, Belgium with number 06/381.

    as in new window
    Length: 48 pages
    Date of creation: Apr 2006
    Date of revision:
    Handle: RePEc:rug:rugwps:06/381

    Contact details of provider:
    Postal: Hoveniersberg 4, B-9000 Gent
    Phone: ++ 32 (0) 9 264 34 61
    Fax: ++ 32 (0) 9 264 35 92
    Web page: http://www.ugent.be/eb
    More information through EDIRC

    Related research

    Keywords:

    This paper has been announced in the following NEP Reports:

    References

    References listed on IDEAS
    Please report citation or reference errors to , or , if you are the registered author of the cited work, log in to your RePEc Author Service profile, click on "citations" and make appropriate adjustments.:
    as in new window
    1. Muncy, James A. & Vitell, Scott J., 1992. "Consumer ethics: An investigation of the ethical beliefs of the final consumer," Journal of Business Research, Elsevier, vol. 24(4), pages 297-311, June.
    2. Richins, Marsha L, 1997. " Measuring Emotions in the Consumption Experience," Journal of Consumer Research, University of Chicago Press, vol. 24(2), pages 127-46, September.
    3. Zeelenberg, M. & Pieters, R., 2004. "Beyond valence in customer dissatisfaction: A review and new findings on behavioral responses to regret and disappointment in failed services," Open Access publications from Tilburg University urn:nbn:nl:ui:12-304446, Tilburg University.
    4. O'Guinn, Thomas C & Faber, Ronald J, 1989. " Compulsive Buying: A Phenomenological Exploration," Journal of Consumer Research, University of Chicago Press, vol. 16(2), pages 147-57, September.
    5. Ritov, Ilana & Baron, Jonathan, 1999. "Protected Values and Omission Bias," Organizational Behavior and Human Decision Processes, Elsevier, vol. 79(2), pages 79-94, August.
    6. Kirmani, Amna & Lee, Michelle P. & Yoon, Carolyn, 2004. "Procedural priming effects on spontaneous inference formation," Journal of Economic Psychology, Elsevier, vol. 25(6), pages 859-875, December.
    7. Baron, Jonathan & Ritov, Ilana, 1994. "Reference Points and Omission Bias," Organizational Behavior and Human Decision Processes, Elsevier, vol. 59(3), pages 475-498, September.
    8. Derbaix, Christian & Vanhamme, Joelle, 2003. "Inducing word-of-mouth by eliciting surprise - a pilot investigation," Journal of Economic Psychology, Elsevier, vol. 24(1), pages 99-116, February.
    9. Herr, Paul M, 1989. " Priming Price: Prior Knowledge and Context Effects," Journal of Consumer Research, University of Chicago Press, vol. 16(1), pages 67-75, June.
    10. Zeelenberg, Marcel & Beattie, Jane, 1997. "Consequences of Regret Aversion 2: Additional Evidence for Effects of Feedback on Decision Making," Organizational Behavior and Human Decision Processes, Elsevier, vol. 72(1), pages 63-78, October.
    11. Zeelenberg, Marcel & Pieters, Rik, 2004. "Beyond valence in customer dissatisfaction: A review and new findings on behavioral responses to regret and disappointment in failed services," Journal of Business Research, Elsevier, vol. 57(4), pages 445-455, April.
    12. Tsiros, Michael & Mittal, Vikas, 2000. " Regret: A Model of Its Antecedents and Consequences in Consumer Decision Making," Journal of Consumer Research, University of Chicago Press, vol. 26(4), pages 401-17, March.
    13. Rook, Dennis W, 1987. " The Buying Impulse," Journal of Consumer Research, University of Chicago Press, vol. 14(2), pages 189-99, September.
    Full references (including those not matched with items on IDEAS)

    Citations

    Lists

    This item is not listed on Wikipedia, on a reading list or among the top items on IDEAS.

    Statistics

    Access and download statistics

    Corrections

    When requesting a correction, please mention this item's handle: RePEc:rug:rugwps:06/381. See general information about how to correct material in RePEc.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (Nathalie Verhaeghe).

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If references are entirely missing, you can add them using this form.

    If the full references list an item that is present in RePEc, but the system did not link to it, you can help with this form.

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your profile, as there may be some citations waiting for confirmation.

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.