Coping with guilt and shame in the impulse buying context

In this study we investigate how consumers cope with guilt and shame in the impulse buying context. Based on recent psychological research on guilt and shame, we posit that the intensity of shame experienced after buying on impulse will be positively associated with the use of avoidant coping strategies, whereas the intensity of guilt experienced will be positively associated with the use of problem-focused coping strategies. Furthermore, we predict that the use of avoidant coping strategies will be linked with more frequent depressive symptoms and worse financial well-being. These hypotheses were generally supported in an on-line survey of 274 respondents who had recently made an impulse purchase and reported the emotions and coping strategies associated with the event.

► Impulse buying episodes often elicit self-conscious emotions, such as guilt and shame.
► Although considered similar, shame and guilt trigger quite different coping strategies.
► Once shame is experienced, avoidant coping strategies are likely to be used.
► In contrast, consumers often deal with guilt using problem-focused coping strategies.
► The use of avoidant coping is associated with less adaptive psychological outcomes.