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
The Production and Consumption of Retro Brands Beyond Meaning Revival
Benjamin Julien Hartmann, University of Gothenburg
Katja H. Brunk, EuEuropean University Viadrina
Markus Giesler, York University, Canada
P1. Constructed Preferences in Time-Money Tradeoffs: Evidence for Greater Violation of Procedural Invariance for Time as Opposed to Money Elicitations
Nazli Gurdamar Okutur, London Business School, UK
Jonathan Zev Berman, London Business School, UK
The Effects of Breadth of Product Categories on Budgeting
An Tran, University of La Verne
John Lynch, University of Colorado, USA