Can Guilt Be Repaired By Consumption? An Experimental Analysis of Brazilian Mothers
We assume that consumption to benefit children can be a mechanism to mitigate mother´s guilt. Two experiments demonstrate that mothers who feel guilty about their children are more permissive regarding their consumer requests. So guilt propels mothers to perform a reparatory action towards their children, which is achieved through consumption.
Suzana Valente Battistella-Lima and Delane Botelho (2017) ,"Can Guilt Be Repaired By Consumption? An Experimental Analysis of Brazilian Mothers ", in LA - Latin American Advances in Consumer Research Volume 4, eds. Enrique P. Becerra, Ravindra Chitturi, and Maria Cecilia Henriquez Daza and Juan Carlos Londoño Roldan, Duluth, MN : Association for Consumer Research, Pages: 130-130.
Suzana Valente Battistella-Lima, EAESP-FGV, Brazil
Delane Botelho, EAESP-FGV, Brazil
LA - Latin American Advances in Consumer Research Volume 4 | 2017
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