When Guilt Guides Us to the Lap of Luxury

Kelly Goldsmith, Northwestern University, USA
Margaret Gorlin, Yale University, USA
Ravi Dhar, Yale University, USA
While it is now well established that guilt can serve a self-regulatory function, increasing self-control relatively little is known about how the activation of guilt will affect choices in the domain of luxury goods. Our work reveals that consumers experiencing guilt become more likely to choose options that are easier to justify. This can lead to counter-intuitive results when the option that is easier to justify offers greater indulgence or maximum luxury.
[ to cite ]:
Kelly Goldsmith, Margaret Gorlin, and Ravi Dhar (2011) ,"When Guilt Guides Us to the Lap of Luxury ", 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.