Hiding Guilt

Christina I. Anthony, University of Sydney, Australia
Elizabeth Cowley, University of Sydney, Australia
Mario Pandelaere, Ghent University, Belgium
We show that guilt results in less favorable evaluations of an object that visually reminds the consumer of a transgression. We propose that consumers intuitively believe that hiding the guilt-ridden product in the closet facilitates affect regulation. Therefore, this results in disliking of objects perceived to interfere with this process.
[ to cite ]:
Christina I. Anthony, Elizabeth Cowley, and Mario Pandelaere (2011) ,"Hiding Guilt", in NA - Advances in Consumer Research Volume 38, eds. Darren W. Dahl, Gita V. Johar, and Stijn M.J. van Osselaer, Duluth, MN : Association for Consumer Research.