Pleasure and guilt: how do they interplay in luxury consumption?

TLDR

Prior research has focused on either the positive or negative side of consumer emotion. The study examines whether mixed emotions of pleasure and guilt coexist in conspicuous and style luxury consumption and how they interactively and independently influence consumer loyalty to repurchase luxury. The authors used an online survey and seemingly unrelated regressions to test hypotheses and assess parallel mediation of pleasure and guilt on the links between luxury consumption and repurchase intention. The study found that both conspicuous and style consumption increase pleasure, while conspicuous consumption also increases guilt; pleasure positively and guilt negatively predict repurchase intention, and their interaction further boosts intention; pleasure and guilt mediate the effect of conspicuous consumption on repurchase, whereas only pleasure mediates style consumption, suggesting marketers should promote style consumption and enhance pleasure to raise loyalty. Future research should explore additional mixed emotions beyond pleasure and guilt and examine their dynamics with consumer loyalty across varied contexts.

Abstract

Purpose This paper aims to examine, building upon affect balance theory, whether the two modes of luxury consumption, conspicuous consumption (CC) and style consumption (SC), trigger consumers’ mixed emotions of pleasure and guilt and whether the mixed emotions interactively as well as independently influence consumer loyalty to repurchase luxury. Design/methodology/approach Using an online survey and seemingly unrelated regressions (SUR) analysis, the authors test the hypotheses and assess the parallel (double) mediation effects of pleasure and guilt on the relationships between luxury consumption and repurchase intention. Findings The authors confirm the relationships between CC and pleasure (+), between SC and pleasure (+), between CC and guilt (+) and between SC and guilt (−); the independent effects of pleasure (+) and guilt (−) on repurchase intention (RI); and the interaction effect of pleasure and guilt on RI (+). The authors further demonstrate that both pleasure and guilt mediate the relationship between CC and RI, whereas only pleasure mediates the relationship between SC and RI. Research limitations/implications Future researchers may consider possible mixed emotions other than pleasure and guilt and further explore the dynamics between mixed consumer emotions and consumer loyalty in diverse consumption contexts. Practical implications The authors suggest luxury marketers to reduce consumer guilt by promoting SC and by maximizing consumer pleasure, which will lead to greater repurchase intention. Originality/value Prior research focused on either the positive or negative side of consumer emotion. The authors fill in the research void by examining whether mixed emotions coexist in luxury consumption and how they interplay and influence consumer loyalty.