Coping with guilt and shame in the impulse buying context

Sunghwan Yi, Hans Baumgartner

Research output: Contribution to journalArticlepeer-review

38 Scopus citations

Abstract

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.

Original languageEnglish (US)
Pages (from-to)458-467
Number of pages10
JournalJournal of Economic Psychology
Volume32
Issue number3
DOIs
StatePublished - Jun 1 2011

All Science Journal Classification (ASJC) codes

  • Applied Psychology
  • Sociology and Political Science
  • Economics and Econometrics

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