Guilt-free pleasures : how premium and luxury influence regret
Purpose: The purpose of this study was to investigate how a consumer’s intention to purchase a premium or luxury product influences the anticipated regret and guilt. Design/methodology/approach: A 2 × 2 × 2 between-subjects design (label: premium versus luxury × prior event: success versus failure × product type: hedonic versus utilitarian) on guilt and regret was implemented. Findings: Following a successful event, the anticipated regret and guilt are lower for a hedonic product compared to a primarily utilitarian one. The effect was valid when the consumers were looking to buy both luxury and premium. In a situation following a failure, the anticipated levels of regret and guilt were lower for a product that was primarily utilitarian in nature; however, this effect only appeared when the participants were looking to buy both luxury and not premium. Research limitations/implications: People may feel more licensed to indulge in a hedonic premium or luxury product after a success and more licensed to indulge in a utilitarian luxury product after a failure. Practical implications: The results can be used to understand how to optimize a marketing message of indulgence whether or not one deserves it. Originality/value: The study provides novel insight into how anticipated guilt and regret may be evoked by the goal of buying a premium versus luxury product in combination with the product type and a consumer’s experience of a prior event.
Year of publication: |
2019
|
---|---|
Authors: | Lyons, Sarah Joy ; Wien, Anders Hauge ; Altintzoglou, Themistoklis |
Published in: |
Journal of Product & Brand Management. - Emerald, ISSN 1061-0421, ZDB-ID 2020682-3. - Vol. 28.2019, 3 (13.05.), p. 421-431
|
Publisher: |
Emerald |
Saved in:
Online Resource
Saved in favorites
Similar items by person
-
Evaluation context's role in driving positive word-of-mouth intentions
Wien, Anders Hauge, (2012)
-
Wien, Anders Hauge, (2014)
-
Trash talk rebuffed : consumers' defense of companies criticized in online communities
Colliander, Jonas, (2013)
- More ...