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
Conducting Consumer-Relevant Research
Jeffrey Inman, University of Pittsburgh, USA
Margaret C. Campbell, University of Colorado, USA
Amna Kirmani, University of Maryland, USA
Linda L Price, University of Oregon, USA
Featured
Shades of Rejections: The Effect of Rejection Frames on Commitment to Choice
Jen H. Park, Stanford University, USA
Itamar Simonson, Stanford University, USA
Featured
Situation Neglect Underlies Both Psychological Myopia and Psychological Hyperopia
Sarah Wei, University of Warwick
Christopher Hsee, University of Chicago, USA