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.



Citation:

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.

Authors

Liang Song, National University of Singapore, Singapore
Xiuping Li, National University of Singapore, Singapore
Gita Venkataramani Johar, Columbia University, USA



Volume

E - European Advances in Consumer Research Volume 10 | 2013



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