I Shouldn't, Or Should I? Distinguishing Shame and Guilt in Goal Pursuit

Research has shown that much of consumer behavior is goal-directed. However, such behavior is accompanied by emotions that guide goal-directed effort. In this research we aim to explain how two equally valenced emotions, shame and guilt, arising from goal violation could lead to different allocations of effort towards goal attainment. Building on emotion attribution theory, we report one experiment that demonstrates the underlying mechanisms of shame and guilt and how they differ in their effect on subsequent goal directed behavior. We also discuss potential moderators of this effect.


Rania Semaan and Stephen Gould (2010) ,"I Shouldn't, Or Should I? Distinguishing Shame and Guilt in Goal Pursuit", in NA - Advances in Consumer Research Volume 37, eds. Margaret C. Campbell, Jeff Inman, and Rik Pieters, Duluth, MN : Association for Consumer Research, Pages: 903-904 .


Rania Semaan, Baruch College CUNY, USA
Stephen Gould, Baruch College CUNY, USA


NA - Advances in Consumer Research Volume 37 | 2010

Share Proceeding

Featured papers

See More


When Novices have more Influence than Experts: Empirical Evidence from Online Peer Reviews

Peter Nguyen, Ivey Business School
Xin (Shane) Wang, Western University, Canada
Xi Li, City University of Hong Kong
June Cotte, Ivey Business School

Read More


Self-Producer`s Journey: Identity Construction and Transformation in Self-Production

S. Sinem Atakan, Ozyegin University, Turkey
Mina Seraj, Ozyegin University, Turkey

Read More


The Self-Bolstering Effects of Repeated Affirmations over Time

Alejandra Rodriguez, Oklahoma State University, USA
Ted Matherly, Oklahoma State University, USA

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.