Making Prudent versus Impulsive Choices: The Role of Anticipated Shame and Guilt on Consumer Self-Control

Chun, Hae Eun, Vanessa M. Patrick and Deborah J. MacInnis (2007), “Making Prudent versus Impulsive Choices: The Role of Anticipated Shame and Guilt on Consumer Self-Control” in Advances in Consumer Research, Valdosta, GA: Association for Consumer Research.

Posted: 12 Jun 2020

See all articles by Vanessa Patrick

Vanessa Patrick

University of Houston - C.T. Bauer College of Business

HaeEun Helen Chun

Cornell University - College of Business, School of Hotel Administration

Deborah J. MacInnis

University of Southern California - Marketing Department

Date Written: 2007

Abstract

We examine the differential effects of anticipating shame vs. guilt on choice likelihood of a hedonic product. The results demonstrate that when offered a hedonic snack (chocolate cake) consumers who anticipate shame are significantly less likely to choose to consume it compared to those who anticipate guilt. Anticipating guilt also has a more circumscribed effect, impacting choice likelihood only for those consumers who are not attitudinally inclined toward the hedonic product. The results also show that anticipating guilt versus shame has different effects on anticipated happiness after lapses in self-control.

Suggested Citation

Patrick, Vanessa and Chun, Hae Eun and MacInnis, Deborah J., Making Prudent versus Impulsive Choices: The Role of Anticipated Shame and Guilt on Consumer Self-Control (2007). Chun, Hae Eun, Vanessa M. Patrick and Deborah J. MacInnis (2007), “Making Prudent versus Impulsive Choices: The Role of Anticipated Shame and Guilt on Consumer Self-Control” in Advances in Consumer Research, Valdosta, GA: Association for Consumer Research. , Available at SSRN: https://ssrn.com/abstract=3604569

Vanessa Patrick (Contact Author)

University of Houston - C.T. Bauer College of Business ( email )

Houston, TX 77204-6021
United States

Hae Eun Chun

Cornell University - College of Business, School of Hotel Administration ( email )

565F Statler Hall
Ithaca, NY NY 14853-6902
United States
607-255-3828 (Phone)

Deborah J. MacInnis

University of Southern California - Marketing Department ( email )

Hoffman Hall 701
Los Angeles, CA 90089-1427
United States

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