Coping with guilt and shame in the impulse buying context
In this study we investigate how consumers cope with guilt and shame in the impulse buying context. Based on recent psychological research on guilt and shame, we posit that the intensity of shame experienced after buying on impulse will be positively associated with the use of avoidant coping strategies, whereas the intensity of guilt experienced will be positively associated with the use of problem-focused coping strategies. Furthermore, we predict that the use of avoidant coping strategies will be linked with more frequent depressive symptoms and worse financial well-being. These hypotheses were generally supported in an on-line survey of 274 respondents who had recently made an impulse purchase and reported the emotions and coping strategies associated with the event.
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- Hoch, Stephen J & Loewenstein, George F, 1991. " Time-Inconsistent Preferences and Consumer Self-Control," Journal of Consumer Research, Oxford University Press, vol. 17(4), pages 492-507, March.
- Rook, Dennis W, 1987. " The Buying Impulse," Journal of Consumer Research, Oxford University Press, vol. 14(2), pages 189-99, September.
- Dittmar, Helga & Beattie, Jane & Friese, Susanne, 1995. "Gender identity and material symbols: Objects and decision considerations in impulse purchases," Journal of Economic Psychology, Elsevier, vol. 16(3), pages 491-511, September.
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