Guilty Pleasures: Consumers Choosing Identity Conflicting Behaviors
We examine a real-world phenomenon where consumers knowingly and repeatedly act in an identity conflicting way for their own personal pleasure— guilty pleasures. Four experiments (n=~1000) demonstrate how guilty pleasures are behaviors that individuals choose to engage in even though they report identifying with the behaviors less than other behaviors.
Citation:
Nikkita Sarna and Susan Broniarczyk (2020) ,"Guilty Pleasures: Consumers Choosing Identity Conflicting Behaviors", in NA - Advances in Consumer Research Volume 48, eds. Jennifer Argo, Tina M. Lowrey, and Hope Jensen Schau, Duluth, MN : Association for Consumer Research, Pages: 1191-1191.
Authors
Nikkita Sarna, University of Texas at Austin, USA
Susan Broniarczyk, University of Texas at Austin, USA
Volume
NA - Advances in Consumer Research Volume 48 | 2020
Share Proceeding
Featured papers
See MoreFeatured
I'm Scared, Want to Listen? Fear's Influence on Self-Disclosure
Anupama Mukund Bharadwaj, University of Washington, USA
Lea Dunn, University of Washington, USA
Joey Hoegg, University of British Columbia, Canada
Featured
P2. The Upside of Myopic Loss Aversion
Daniel Wall, Carnegie Mellon University, USA
Gretchen Chapman, Carnegie Mellon University, USA
Featured
N5. Mixed Feelings, Mixed Baskets: How Emotions of Pride and Guilt Drive the Relative Healthiness of Sequential Food Choices
Julia Storch, University of Groningen, The Netherlands
Koert van Ittersum, University of Groningen, The Netherlands
Jing Wan, University of Groningen, The Netherlands