The Spillover Effects of Guilt on Subsequent Preferences For Unrelated Self-Improvement Products

This research explores the spillover effects of guilt on out-of-domain consumption. Participants led to feel guilty (versus sad or neutral) subsequently exhibit preferences for products allowing for self-improvement versus mood-management in unrelated domains. The effect is more pronounced for those with incremental self-views and is mediated by self-improvement motives.



Citation:

Thomas Allard and Katherine White (2013) ,"The Spillover Effects of Guilt on Subsequent Preferences For Unrelated Self-Improvement Products", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research, Pages: .

Authors

Thomas Allard, University of British Columbia, Canada
Katherine White, University of British Columbia, Canada



Volume

NA - Advances in Consumer Research Volume 41 | 2013



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