Emotions Shape Construal Levels: the Case of Guilt and Shame

Three experiments show that emotions influence subsequent decision-making by systematically altering construal levels. Guilt (shame) led individuals to adopt lower (higher) levels of construal in subsequent decisions. Thus, guilt (shame)-laden individuals tend to prefer products with high feasibility (desirability) features.


DaHee Han, Adam Duhachek, and Nidhi Agrawal (2014) ,"Emotions Shape Construal Levels: the Case of Guilt and Shame", in NA - Advances in Consumer Research Volume 42, eds. June Cotte, Stacy Wood, and , Duluth, MN : Association for Consumer Research, Pages: 70-75.


DaHee Han, McGill University, Canada
Adam Duhachek, Indiana University, USA
Nidhi Agrawal, University of Washington, USA


NA - Advances in Consumer Research Volume 42 | 2014

Share Proceeding

Featured papers

See More


The Experiential Advantage: A Meta-Analysis

Evan Weingarten, University of California San Diego, USA
Joseph K Goodman, Ohio State University, USA

Read More


Charity Donors’ Response to Cause-Related Marketing: The Role of Attachment Styles

Sondes Zouaghi, Thema-Cergy University
Aïda Mimouni Chaabane, Thema-Cergy University

Read More


O4. Will Winning Always Encourage Risk Taking? The Effect of Competition Results and the Closeness of These Results

Beixi Wen, Renmin University of China
En-Chung Chang, Renmin University of China
Chunya Xie, Renmin University of China

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.