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 More

Featured

How the Past Shapes the Present: The Assimilation of Enjoyment to Similar Past Experiences

Anika Stuppy, Erasmus University Rotterdam, The Netherlands
Bram Van den Bergh, Erasmus University Rotterdam, The Netherlands

Read More

Featured

J4. A Large Pack of Toilet Paper is Bad for Me: Self-control and Consumers’ Responses to Product Quantity

(Joyce) Jingshi Liu, Hong Kong University of Science and Technology
Keith Wilcox, Columbia University, USA
Amy Dalton, Hong Kong University of Science and Technology

Read More

Featured

How Numeric Roundness Influences Probability Perceptions

Julio Sevilla, University of Georgia, USA
Rajesh Bagchi, Virginia Tech, 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.