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.
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.
Ashley V. Whillans, Harvard Business School, USA
Elizabeth W. Dunn, University of British Columbia, Canada
NA - Advances in Consumer Research Volume 46 | 2018
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