How guilt affects consumption intention: the role of rumination, emotional support and shame

Purpose – This paper aims to determine how consumers may regulate their guilt through rumination and emotional support and how such regulation affects their consumption. Compelling research indicates that consumption may sometimes induce guilt. Social–psychological literature suggests that a potential way for consumers to regulate their consumption-related guilt is to seek emotional support. Design/methodology/approach – Two studies, which measure (Study 1) and manipulate (Study 2) guilt, investigate how guilt and rumination affect emotional support and subsequent consumption. Findings – The results show that guilt and rumination interact and prompt individuals to seek emotional support. The valence (positive or negative) of feedback they receive affects and interacts with their guilt to affect their intention to consume the guilt-inducing product again. Shame is shown to mediate the effect of post-feedback guilt on consumption intentions. Research limitations/implications – The results extend previous research on guilt by emphasizing emotional support seeking as a specific way of coping in response to guilt feelings and shame as an outcome of guilt. Moreover, the present research shows that guilt can affect behavioural intentions, an effect that surprisingly has not been previously identified in literature. Practical implications – For brands and retailers providing guilt-inducing products, the results suggest that providing emotional support – for instance through reinsurance messages – may have positive effects on consumer emotions and intentions. Originality/value – Using two different methods, the research findings offer deeper understanding of how guilt is related to cognitions such as rumination, to emotions such as shame and to behavioural intentions.