Purpose – This paper aims to determine how consumers may regulate their guilt through rumination and emotional support … guilt. Social–psychological literature suggests that a potential way for consumers to regulate their consumption …-related guilt is to seek emotional support. Design/methodology/approach – Two studies, which measure (Study 1) and manipulate (Study …

salespeople, while guilt proneness was positively associated with behaviors targeted at customers. Practical implications – The …

Purpose – This study examines the differential influence of religiosity, materialism and guilt on consumer ethical … – Religiosity does not influence ethical judgment directly, but is mediated by guilt. As expected, materialism negatively determines … ethical judgment more (less) than guilt does when unethical behaviour is active (passive). Religiosity stems more from …

, conspicuous consumption (CC) and style consumption (SC), trigger consumers’ mixed emotions of pleasure and guilt and whether the … parallel (double) mediation effects of pleasure and guilt on the relationships between luxury consumption and repurchase … and guilt (+) and between SC and guilt (−); the independent effects of pleasure (+) and guilt (−) on repurchase intention …

testing the mediation of guilt and introducing the moderating role of cause-product fit. Design/methodology/approach The … consumption is explained by the mediating role of feelings of guilt. Study 2 demonstrates that this mediation depends on the level … to improve the consumption experiences of hedonic products by reducing the feelings of guilt intrinsically connected with …

Purpose Guilt appeals are increasingly being used in road safety campaigns, despite recent research that has raised … guilt appeals can solve this problem. Design/methodology/approach An online experiment with a 2 (Appeal type: Guilt vs Guilt … results showed that compared to guilt-only appeals, guilt+hope appeals directly reduced defensive responses (i.e. perceived …

effect of “guilt” emotions in the context of consumer service. Design/methodology/approach – Three experiments were conducted … anticipated service, they will commonly experience feelings of “guilt.” In an attempt to alleviate this guilt, customers will …. Originality/value – This is one of the first studies to discuss the effect of guilt in the SRP effect. This research shows that …