A Little Something For Me, and Maybe For You Too: Promotions That Relieve Guilt

Sooyeon Nikki Lee, New York University
Kim P. Corfman, New York University
EXTENDED ABSTRACT - Depending on the nature and the intended user of an item being considered for purchase, a consumer may experience feelings of guilt that discourage that purchase. The intensity of the guilt is highest when consumers contemplate purchasing hedonic or pleasurable products and services for themselves (vs. someone else), which are more likely than utilitarian or practical purchases to be considered unnecessary. We propose and demonstrate that this guilt can be reduced through the use of promotions that restore balances between hedonic vs. utilitarian and self vs. other consumption. This research builds on work that explores the affective role of promotions.
[ to cite ]:
Sooyeon Nikki Lee and Kim P. Corfman (2004) ,"A Little Something For Me, and Maybe For You Too: Promotions That Relieve Guilt", in NA - Advances in Consumer Research Volume 31, eds. Barbara E. Kahn and Mary Frances Luce, Valdosta, GA : Association for Consumer Research, Pages: 28-28.