Mental Accounting of Guilt: Decoupling Guilt From Consumption

Kristen Duke, University of California San Diego, USA
On Amir, University of California San Diego, USA
Consuming an indulgence often elicits the feeling of guilt. We demonstrate that separating the decision to indulge from the indulging episode itself can allow consumers to emotionally “pre-pay” for indulgences. This reduces guilt experienced during consumption, increasing net enjoyment.
[ to cite ]:
Kristen Duke and On Amir (2016) ,"Mental Accounting of Guilt: Decoupling Guilt From Consumption", in NA - Advances in Consumer Research Volume 44, eds. Page Moreau and Stefano Puntoni, Duluth, MN : Association for Consumer Research, Pages: 279-284.