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Consumer Guilt Review: A Practical Guide for Researchers
Kayal, G.G. Rana, Nripendra P. Simintiras, A.C.
Kayal, G.G.
Rana, Nripendra P.
Simintiras, A.C.
Publication Date
2018
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© (2018) Westburn Publishers Ltd. This is a post-editorial-review, pre-copy-edit version of an article which has been published in its definitive form in The Marketing Review, and has been posted by permission of Westburn Publishers Ltd for personal use, not for redistribution. The article was published in The Marketing Review, Vol 18, Summer, No.2, pp.201-224, doi: https://doi.org/10.1362/146934718X15333820910183
Peer-Reviewed
Yes
Open Access status
openAccess
Accepted for publication
15/02/2018
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Abstract
A systematic review of the literature of guilt in consumer behavior revealed a lack of
diversity in respect of various factors that affect the elicitation of guilt-induced behavior.
These factors are the cause of guilt (self, society, others/action, inaction); the form in
which guilt manifests (anticipatory, reactive, existential); and moderators (culture,
demographics, narratives). Implicitly, the review illustrated that researchers exhibit a
tendency towards assessing reactive guilt caused by the self in individualistic cultures.
Such findings cannot be generalized to encompass other forms of guilt that had alternate
causes, nor be applied in collectivist cultures. Such considerations are imperative, due to
guilt’s inherent complexity. Therefore, this review provides a guide for future research
based on these factors, and introduces e-guilt, as sufficient evidence suggests that online
settings present incomparable circumstances where one’s behavior is visible and
irretrievable.
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Accepted manuscript
Citation
Kayal GG, Rana NP and Simintiras, AC (2018) Consumer Guilt Review: A Practical Guide for Researchers. The Marketing Review. 18(2):201-224.
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Article