Title
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.
Department(s)
Marketing
Document Type
Article
DOI
https://doi.org/10.1108/07363769410065454
Keywords
advertising, consumer behaviour, decision making, ethics, focus groups, marketing strategy, psychology, social responsibility
Publication Date
1994
Recommended Citation
Burnett, Melissa S., and Dale A. Lunsford. "Conceptualizing guilt in the consumer decision‐making process." Journal of Consumer Marketing (1994).
Journal Title
Journal of Consumer Marketing
