Can "Sharing the Guilt" License Indulgence?

Ozge Yucel-Aybat, Pennsylvania State University-Harrisburg, USA
Thomas Kramer, University of South Carolina, USA
We suggest that consumers may be more likely to indulge when they share experiences with others (e.g., with friends), rather than indulging alone. Results of two studies show that in shared (vs. lone) consumption situations, consumers tend to feel less guilty to indulge, since both indulgence and guilt are shared.
[ to cite ]:
Ozge Yucel-Aybat and Thomas Kramer (2013) ,"Can "Sharing the Guilt" License Indulgence?", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research.