The Relationship Between Consumer Guilt and Product Categories

Although previous research has defined consumer guilt, the relationship between consumer guilt and product categories is still not available in previous research. Therefore, this study focuses on the relationship between consumer guilt and the product categories consumers buy and intends to explore the constructs and evolution of consumer guilt. The results pointed out consumers are more likely to feel guilty when they buy indulgences than necessities. Also, consumer guilt had six constructs of emotion: hesitation, fear, scruple, reluctance to spend, regret, blame.



Citation:

Yu-Tse Lin and Kang-Ning Xia (2009) ,"The Relationship Between Consumer Guilt and Product Categories", in AP - Asia-Pacific Advances in Consumer Research Volume 8, eds. Sridhar Samu, Rajiv Vaidyanathan, and Dipankar Chakravarti, Duluth, MN : Association for Consumer Research, Pages: 332-333.

Authors

Yu-Tse Lin, Fu Jen Catholic University
Kang-Ning Xia, Yuan Ze University



Volume

AP - Asia-Pacific Advances in Consumer Research Volume 8 | 2009



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