Can "Sharing the Guilt" License Indulgence?
We suggest that consumers may be more likely to indulge when they share experiences with others (e.g., with friends), rather than indulging alone. Results of two studies show that in shared (vs. lone) consumption situations, consumers tend to feel less guilty to indulge, since both indulgence and guilt are shared.
Ozge Yucel-Aybat and Thomas Kramer (2013) ,"Can "Sharing the Guilt" License Indulgence?", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research.
Ozge Yucel-Aybat, Pennsylvania State University-Harrisburg, USA
Thomas Kramer, University of South Carolina, USA
NA - Advances in Consumer Research Volume 41 | 2013
Competition and Trust in Economic Exchange: Biology, the Environment, and Self-Consciousness Matter
Richard P. Bagozzi, University of Michigan, USA
Jason Stornelli, Oregon State University, USA
Willem Verbeke, Erasmus University Rotterdam, The Netherlands
Benjamin E. Bagozzi, University of Delaware, USA
Avik Chakrabarti, University of Wisconsin - Milwaukee, USA
Tiffany Vu, University of Michigan, USA
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Caitlin Drummond, University of Michigan, USA
Baruch Fischhoff, Carnegie Mellon University, USA
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