Coping With Guilt and Shame in the Impulse Buying Context

Sunghwan Yi, University of Guelph, Canada
Hans Baumgartner, Pennsylvania State University, USA
In this study we studied how consumers cope with negative emotions in the impulse buying context. We posited that consumers with strong impulse buying tendency would experience more intense guilt and shame. Furthermore, based on recent psychological research on guilt and shame, we proposed the hypothesis that the intensity of shame experienced after buying on impulse would be positively associated with avoidant coping strategies; in contrast, the intensity of guilt would be positively associated with problem-focused coping strategies and non-avoidant emotion-focused coping strategies. These hypotheses were generally supported with our survey data.
[ to cite ]:
Sunghwan Yi and Hans Baumgartner (2010) ,"Coping With Guilt and Shame in the Impulse Buying Context", in NA - Advances in Consumer Research Volume 37, eds. Margaret C. Campbell, Jeff Inman, and Rik Pieters, Duluth, MN : Association for Consumer Research, Pages: 711-712 .