The Spillover Effects of Guilt on Subsequent Preferences For Unrelated Self-Improvement Products

Thomas Allard, University of British Columbia, Canada
Katherine White, University of British Columbia, Canada
This research explores the spillover effects of guilt on out-of-domain consumption. Participants led to feel guilty (versus sad or neutral) subsequently exhibit preferences for products allowing for self-improvement versus mood-management in unrelated domains. The effect is more pronounced for those with incremental self-views and is mediated by self-improvement motives.
[ to cite ]:
Thomas Allard and Katherine White (2013) ,"The Spillover Effects of Guilt on Subsequent Preferences For Unrelated Self-Improvement Products", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research.