Guilt Makes You Refund More

The objective of this research is to explore the influence of guilt, unrelated to the shopping context, on consumption. When consumers encounter better deal, those who experienced guilt were more regretful about their purchase than others. Our finding suggests that guilt triggers corrective action and influences the post-purchase evaluation.


Hyoju Kim, Hayeon Park, Bohye Park, and Yongjun Sung (2015) ,"Guilt Makes You Refund More", in AP - Asia-Pacific Advances in Consumer Research Volume 11, eds. Echo Wen Wan, Meng Zhang, and , Duluth, MN : Association for Consumer Research, Pages: 324-324.


Hyoju Kim, Korea University, Republic of Korea
Hayeon Park, Korea University, Republic of Korea
Bohye Park, Korea University, Republic of Korea
Yongjun Sung, Korea University, Republic of Korea


AP - Asia-Pacific Advances in Consumer Research Volume 11 | 2015

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