The Relationship Between Consumer Guilt and Shopping Behavior

The construct and measurement of consumer guilt are still not available in previous research. Therefore, this study focuses on the relationship between the consumers’ shopping behaviors and consumer guilt and intends to explore the dimensions and evolution of consumer guilt. This research employed the critical incident techniques, and the main study contains 60 self-gift giving events. The results pointed out consumer guilt had three dimensions: hesitation, pain of paying, and self-blame. Also, the major dimension of anticipatory guilt is hesitation, the major dimension of proceeding guilt is pain of paying, and the major dimension of reactive guilt is self-blame.


Lien-Ti Bei, Yu-Tse Lin, and Chang-Min Yu (2007) ,"The Relationship Between Consumer Guilt and Shopping Behavior", in NA - Advances in Consumer Research Volume 34, eds. Gavan Fitzsimons and Vicki Morwitz, Duluth, MN : Association for Consumer Research, Pages: 405-408.


Lien-Ti Bei, National Chengchi University, Taiwan
Yu-Tse Lin, National Chengchi University, Taiwan
Chang-Min Yu, National Chengchi University, Taiwan


NA - Advances in Consumer Research Volume 34 | 2007

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