Feeling Moral About Money: How Moral Emotions Influence Consumer Spending Decisions

Hyun Young Park, New York University, USA
Tom Meyvis, New York University, USA
This research explores how moral feelings about money influence consumer spending decisions. Through five studies, we demonstrate that moral emotions such as guilt and anger have different effects on spending decisions depending on the direction of the moral transgression, the source of the emotions, and the target of the emotions.
[ to cite ]:
Hyun Young Park and Tom Meyvis (2011) ,"Feeling Moral About Money: How Moral Emotions Influence Consumer Spending Decisions", in NA - Advances in Consumer Research Volume 39, eds. Rohini Ahluwalia, Tanya L. Chartrand, and Rebecca K. Ratner, Duluth, MN : Association for Consumer Research, Pages: 233-234.