The Positive Effect of Guilt: Construal Level, Fit, and Fluency

This research investigates the relationship between guilt and construal level. The findings indicate that guilt-laden individuals are more likely to construe information at abstract, high levels (experiments 1 and 2). Further, such fit between guilty feelings and high-level construals leads to more favorable brand attitudes (experiments 3) via enhanced processing fluency.


Yun Lee (2014) ,"The Positive Effect of Guilt: Construal Level, Fit, and Fluency", in NA - Advances in Consumer Research Volume 42, eds. June Cotte, Stacy Wood, and , Duluth, MN : Association for Consumer Research, Pages: 795-795.


Yun Lee, Virginia State University, USA


NA - Advances in Consumer Research Volume 42 | 2014

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