Guilt Undermines Consumer Willingness to Buy More Meaningful Time
Consumers often fail to spend money in ways that enable them to have more and more meaningful time. Across five studies (N=2,211), we provide evidence that guilt prevents consumers from buying time—and enjoying it. Highlighting the benefits for the service provider can reduce consumers’ feelings of guilt.
Citation:
Ashley V. Whillans and Elizabeth W. Dunn (2018) ,"Guilt Undermines Consumer Willingness to Buy More Meaningful Time", in NA - Advances in Consumer Research Volume 46, eds. Andrew Gershoff, Robert Kozinets, and Tiffany White, Duluth, MN : Association for Consumer Research, Pages: 303-308.
Authors
Ashley V. Whillans, Harvard Business School, USA
Elizabeth W. Dunn, University of British Columbia, Canada
Volume
NA - Advances in Consumer Research Volume 46 | 2018
Share Proceeding
Featured papers
See MoreFeatured
Want to Stick to Your Goals? Think about “Dissimilar” Alternatives that You’ve Forgone!
Hye-young Kim, University of Chicago, USA
Oleg Urminsky, University of Chicago, USA
Featured
When Small Predicts Large: The Effect of Initial Small Contributions on Subsequent Contributions in a Crowdfunding Project
Tingting Fan, Chinese University of Hong Kong, China
Leilei Gao, Chinese University of Hong Kong, China
Yael Steinhart, Tel Aviv University, Israel
Featured
Brand movement
Andrea Lucarelli, Lund University
Gregorio Fuschillo, Kedge Business School
Jon Bertilsson, Lund University