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Exploring postconsumption guilt and pride in the context of sustainability
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Antonetti, Paolo and Maklan, Stan (2014) Exploring postconsumption guilt and pride in the context of sustainability. Psychology & Marketing, Volume 31 (Number 9). pp. 717-735. doi:10.1002/mar.20730 ISSN 0742-6046.
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Official URL: http://dx.doi.org/10.1002/mar.20730
Abstract
This research explores the feelings of guilt and pride experienced by consumers after a purchase decision that involves issues of environmental and social sustainability. Through a multi-method design, the authors examine key dimensions that influence the process of emotional appraisal, illustrate the characteristics of appraisals of guilt/pride and investigate the consequences that emotions have on future choices. In this exploratory research, when a purchase decision includes an ethical dilemma, consumers were found to express guilt or pride even when the purchase is not intentional, i.e. forced by circumstances. Moreover, the study explores how emotions experienced after decisions may have a positive influence on the future purchase of sustainable alternatives. Finally, the paper proposes a new model that describes the process of emotional appraisal and reports on a number of dimensions that were found to lead to guilt and pride. The insights presented extend knowledge of two key consumer emotions and present important implications for practitioners promoting ethical products.
| Item Type: | Journal Article | ||||||
|---|---|---|---|---|---|---|---|
| Divisions: | Faculty of Social Sciences > Warwick Business School | ||||||
| Journal or Publication Title: | Psychology & Marketing | ||||||
| Publisher: | British Psychological Society | ||||||
| ISSN: | 0742-6046 | ||||||
| Official Date: | September 2014 | ||||||
| Dates: |
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| Volume: | Volume 31 | ||||||
| Number: | Number 9 | ||||||
| Page Range: | pp. 717-735 | ||||||
| DOI: | 10.1002/mar.20730 | ||||||
| Status: | Peer Reviewed | ||||||
| Publication Status: | Published | ||||||
| Access rights to Published version: | Restricted or Subscription Access |
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