Cross-Domain Effects of Guilt on Desire For Self-Improvement Products
This research brings to light a novel outcome of guilt—a heightened desire for consumption choices with self-improvement qualities in domains unrelated to the original source of the guilt. This effect arises because guilt—by its focus of previous wrongdoings—activates a general desire to improve the self.
Thomas Allard and Katherine White (2015) ,"Cross-Domain Effects of Guilt on Desire For Self-Improvement Products ", in NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl , Carolyn Yoon, and , Duluth, MN : Association for Consumer Research, Pages: 105-110.
Thomas Allard, University of British Columbia, Canada
Katherine White, University of British Columbia, Canada
NA - Advances in Consumer Research Volume 43 | 2015
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