Consumer Guilt: Preliminary Construct Assessment and Scale Development

Negative emotions such as anger, fear, shame, and guilt have received very little attention in consumer research. This is notwithstanding the fact that negative emotions are the most common appeals used in advertising (e.g., Huhmann and Brotherton 1997) and for which consumers develop coping strategies (Yi and Baumgartner 2004). This study seeks to contribute to filling this gap in the literature by conceptualizing consumer guilt and proposing a measurement instrument for it. Preliminary results from our empirical research reported here suggest that there are at least 3 dimensions to consumer guilt namely remorse, self-blame and self-control failure.



Citation:

Sammy Bonsu and Kelley Main (2006) ,"Consumer Guilt: Preliminary Construct Assessment and Scale Development", in AP - Asia-Pacific Advances in Consumer Research Volume 7, eds. Margaret Craig Lees, Teresa Davis, and Gary Gregory, Sydney, Australia : Association for Consumer Research, Pages: 350-351.

Authors

Sammy Bonsu, Schulich School of Business, Yorrk University, Toronto, Canada
Kelley Main, Schulich School of Business, Yorrk University, Toronto, Canada



Volume

AP - Asia-Pacific Advances in Consumer Research Volume 7 | 2006



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