Conceptualizing Guilt in the Consumer Decision‐making Process

TLDR

Consumer purchase decisions are influenced by emotions, and guilt—termed consumer guilt—has been identified as a factor that marketers can potentially leverage. The authors examined consumer guilt through focus groups comprising participants of diverse ages, religions, occupations, and incomes to explore its negative emotional roots. Four consumer guilt types were identified—financial, health, moral, and financial responsibility—and they were further categorized as anticipatory or reactive, occurring in purchase or non‑purchase decisions and focused on self or others.

Abstract

Consumer purchase decisions can be influenced by many emotions, including guilt. Guilt which enters into the consumer purchase decision is identified as “consumer guilt” and may provide opportunities for marketers to influence the consumer decision process. A negative emotion which results from a consumer decision that violates one′s values or norms, explores the consumer guilt construct in a series of focus groups. The groups were composed of subjects representing various age, religious affiliation, occupation, and income groups. Four types of consumer guilt were identified: financial; health; moral; and financial responsibility. Consumer guilt is further classified in terms of anticipatory and reactive states, occurring in both decisions to purchase as well as not to purchase, and as it relates to focus on oneself or others.