The Nature of Self-Reported Guilt in Consumption Contexts

Abstract

This research uses consumer guilt narratives to identify a typology for consumption related guilt. Three major dimensions of guilt circumstances emerged involving other individuals, societal standards, and more specific situations related to oneself. The connection between categories of consumer guilt experience and the resulting consumer response is also explored, with resulting consumer actions involving amendment, rationalization, and/or denial to resolve guilt experienced. The findings are integrated into a general discussion of the theoretical and substantive implications and the potential avenues for future research in the area.