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.
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.
Nikkita Sarna, University of Texas at Austin, USA
Susan Broniarczyk, University of Texas at Austin, USA
NA - Advances in Consumer Research Volume 48 | 2020
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