When and Why Does Guilt Lead to Seeking Negative Experience?
In this research, we investigate when and why guilt induced by self-responsible goal failures makes consumers seek negative experience. We propose and demonstrate across four experiments that people experiencing guilt would seek negative experience to ensure they would behave more goal-consistently in the future.
Liang Song, Xiuping Li, and Gita Venkataramani Johar (2013) ,"When and Why Does Guilt Lead to Seeking Negative Experience?", in E - European Advances in Consumer Research Volume 10, eds. Gert Cornelissen, Elena Reutskaja, and Ana Valenzuela, Duluth, MN : Association for Consumer Research, Pages: 226-227.
Liang Song, National University of Singapore, Singapore
Xiuping Li, National University of Singapore, Singapore
Gita Venkataramani Johar, Columbia University, USA
E - European Advances in Consumer Research Volume 10 | 2013
P12. Disclosure of Project Risk in Crowdfunding
Jooyoung Park, Peking University
KEONGTAE KIM, Chinese University of Hong Kong, China
K1. The Impact of Moral Violation and Advertising Appeals on Brand Attitude
Chunya Xie, Renmin University of China
En-Chung Chang, Renmin University of China
Beixi Wen, Renmin University of China
Exposing the Lie Beneath Hypertext Marketing: Implications for Trademark Violation
Laura R Oswald, Marketing Semiotics