Feeling Guilty About Money: How Consumers Prioritize Cleansing Tainted Money Over Redeeming Moral Failures

Hyun Young Park, China Europe International Business School, China
Tom Meyvis, New York University, USA
Although prior literature suggests that guilt motivates general, cross-domain compensation, we demonstrate that consumers who feel guilty about money seek compensation in a strikingly specific way. This specific compensation suggests that consumers who feel guilty about money try to cleanse the tainted money rather than redeem themselves from moral failures.
[ to cite ]:
Hyun Young Park and Tom Meyvis (2013) ,"Feeling Guilty About Money: How Consumers Prioritize Cleansing Tainted Money Over Redeeming Moral Failures", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research.