Cross-Domain Effects of Guilt on Desire For Self-Improvement Products

Thomas Allard, University of British Columbia, Canada
Katherine White, University of British Columbia, Canada
This research brings to light a novel outcome of guilt—a heightened desire for consumption choices with self-improvement qualities in domains unrelated to the original source of the guilt. This effect arises because guilt—by its focus of previous wrongdoings—activates a general desire to improve the self.
[ to cite ]:
Thomas Allard and Katherine White (2015) ,"Cross-Domain Effects of Guilt on Desire For Self-Improvement Products ", in NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl and Carolyn Yoon, Duluth, MN : Association for Consumer Research, Pages: 105-110.