Mental Accounting of Guilt: Decoupling Guilt From Consumption
Consuming an indulgence often elicits the feeling of guilt. We demonstrate that separating the decision to indulge from the indulging episode itself can allow consumers to emotionally “pre-pay” for indulgences. This reduces guilt experienced during consumption, increasing net enjoyment.
Kristen Duke and On Amir (2016) ,"Mental Accounting of Guilt: Decoupling Guilt From Consumption", in NA - Advances in Consumer Research Volume 44, eds. Page Moreau, Stefano Puntoni, and , Duluth, MN : Association for Consumer Research, Pages: 279-284.
Kristen Duke, University of California San Diego, USA
On Amir, University of California San Diego, USA
NA - Advances in Consumer Research Volume 44 | 2016
How Incremental Theory Enhances or Reduces Charitable Giving
Alyssa Yoon, Korea University, Korea
Jongwon Park, Korea University, Korea
N6. Not Myself: The Impact of Secret-Keeping on Consumer Choice Regret
DONGJIN HE, Hong Kong Polytechic University
Yuwei Jiang, Hong Kong Polytechic University
Financial Education and Confidence in Financial Knowledge
Stephen Atlas, University of Rhode Island
Nilton Porto, University of Rhode Island
Jing Jian Xiao, University of Rhode Island