Visual Expressions of Consumer Guilt

The current research uses consumer collages to explore the texture of consumer guilt, how it is aroused and what implications it has for overall consumption. This research makes three contributions to the literature. Results demonstrate the interconnected nature of guilt and the complexity of guilt as a consumption related emotion. In addition, we illustrate an aesthetic quality to guilt as represented through both color and posture. Finally, our exploration of guilt reveals its impact across all stages of the consumption cycle.


Samuel K Bonsu, Kelley J. Main, and Sarah JS Wilner (2007) ,"Visual Expressions of Consumer Guilt", in E - European Advances in Consumer Research Volume 8, eds. Stefania Borghini, Mary Ann McGrath, and Cele Otnes, Duluth, MN : Association for Consumer Research, Pages: 109-110.


Samuel K Bonsu, York University, Toronto, Canada
Kelley J. Main, York University, Toronto, Canada
Sarah JS Wilner, York University, Toronto, Canada


E - European Advances in Consumer Research Volume 8 | 2007

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