Article ID Journal Published Year Pages File Type
10437255 Journal of Consumer Psychology 2005 9 Pages PDF
Abstract
This article explores the role of consumer guilt in a retail context. The results of a field study indicate that a consumer's lack of purchase can lead to a guilt response when social connectedness with a salesperson exists and the consumer perceives he or she has control over the purchase decision. A subsequent laboratory study established that when consumers experience guilt, they intend to pursue reparative actions during future purchase interactions with the salesperson to reciprocate the initial connection they established. This reparation is directed specifically toward the salesperson and not the firm.
Related Topics
Social Sciences and Humanities Business, Management and Accounting Marketing
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