Purpose: The purpose of this paper is to empirically establish the boundary conditions of the guilt mitigation process that consumers resort to in justifying consumption under contextual ambiguity, with respect to consumers' discomfit with ambiguity. While well observed, the process of guilt...

Purpose – The purpose of this paper is to validate the Higgins regulatory focus/goal orientation questionnaire (RFQ) in the Indian context on a sample of urbanized young Indians: one of the most important consumer segments in India. Design/methodology/approach – Items were validated using...