.png){kind=logo}
ISSN : 1229-8778
This purpose of this study was to find out how the anticipated guilt, as a means of controlling buying impulse, affects consumer choice between hedonic and utilitarian goods according to impulsive buying tendency. The result showed that the interaction between impulsive buying tendency and anticipated guilt was significant. Specifically, the main effect of the anticipated guilt was significant in the high-impulsive group, while it was not in the low-impulsive group. That is, people in the high-impulsive group chose hedonic goods more without anticipated guilt, whereas they chose utilitarian goods more when asked to anticipate consumption guilt. People in the low-impulsive group, on the other hand, chose utilitarian goods more regardless of the anticipated guilt.
양 윤, 이채희 (2000). 충동구매 경향성 척도개발 및 타당화 연구. 한국심리학회지: 소비자․광고, 1(2), 137-168.
Batra, R., & Ahtola, O. T. (1990). Measuring the hedonic and utilitarian sources of consumer attitudes. Marketing Letters, 2(2), 159-170.
Baumeister, R. F., Stillwell, A. M., & Hearherton, T. F. (1994). Guilt: An interpersonal approach. Psychological Bulletin, 115(2), 243-267.
Baumeister, R. F. (2002). Yielding to temptation:self-control failure, impulsive purchasing,and consumer behavior. Journal of Consumer Research, 28(4), 670-676.
Bazerman, M. H., Tenbrunsel, A. E., & Wade-Benzoni, K. (1998). Negotiating with yourself and losing: Making decisions with competing internal preferences. Academy of Management Review, 23(2), 225-241.
Bellenger, D. N., & Korgaonkar, P. K. (1980). Profiling the recreational shopper. Journal of Retailing, 56(3), 77-92.
Bellenger, D. N., Robertson, D. H., & Hirschman, E. C. (1978). Impulse buying varies by product. Journal of Advertising Research, 18(6), 15-18.
Chun, H., Patrick, V. M., & MacInnis, D. J. (2007). Making prudent vs. impulsive choices:The role of anticipated shame and guilt on consumer self-control. Advances in Consumer Research, 34, 715-719.
Dhar, R., & Simonson, I. (1999). Making complementary choices in consumption episodes: Highlighting versus balancing. Journal of Marketing Research, 36(1), 29-44.
Dhar, R., & Wertenbroch, K. (2000). Consumer choice between hedonic and utilitarian goods. Journal of Marketing Research, 37(1), 60-71.
Gray, J. A. (1987). Perspectives on anxiety and impulsivity: A commentary. Journal of Research in Personality, 21(4), 493-509.
Hirschman, E. C., & Holbrook, M. B. (1982). Hedonic consumption: Emerging concepts, methods and propositions. Journal of Marketing, 46, 92-101.
Khan, U., & Dhar, R. (2006). Licensing effect in consumer choice. Journal of Marketing Research, 43(2), 259-266.
Kivetz, R., & Simonson, I. (2002). Self-control for righteous: Toward a theory ofprecommitment to indulgence. Journal of Consumer Research, 29(2), 199-217.
Kivetz, R., & Zheng, Y. (2006). Determinants of justification and self-control. Journal of Experimental Psychology, 135(4), 572-587.
Kollat, D. T., & Willett, R. P. (1967). Consumer impulse purchasing behavior. Journal of Marketing Research, 4, 21-31.
Lascu, D. N. (1991). Consumer guilt: Examining the potential of a new marketing construct. Advances in Consumer Research, 18(1), 290-295.
MacInnis, D. J., & Patrick, V. M. (2006). Spotlight on affect: Affect and affective forecasting in impulse control. Journal of Consumer Psychology, 16(3), 224-231.
Mishra, A., & Mishra, H. (2011). The influence of price discount versus bonus pack on the preference for virtue and vice foods. Journal of Marketing Research, 48(1), 196-206.
Okada, E. M. (2005). Justification effects on consumer choice of hedonic and utilitarian goods. Journal of Marketing Research, 42(1), 43-53.
Osgood, C. E., Suci, G. J., & Tannenbaum, P. H. (1957). The measurement of meaning. Urbana: University of Illinois Press.
Ramanathan, S., & Menon, G. (2006). Time-varying effects of chronic hedonic goals on impulsive behavior. Journal of Marketing Research, 43(4), 628-641.
Ramanathan, S., & Williams, P. (2007). Immediate and delayed emotional consequences of indulgence: The moderating influence of personality type on mixed emotions. Journal of Consumer Research, 34(2), 212-223.
Rook, D. R. (1987). T he buying impulse. Journal of Consumer Research, 14(2), 189-199.
Sela, A., Berger, J., & Liu, W. (2009). Variety, vice, and virtue: How assortment size influences option choice. Journal of Consumer Research, 35(6), 941-951.
Shafir, E., Simonson, I., & Tversky, A. (1993). Reason-based choice. Cognition, 49(1-2), 11-36
Simonson, I., & Nowlis, S. M. (2000). The role of explanations and need for uniqueness in consumer decision making: Unconventional choices based on reasons. Journal of Consumer Research, 27(1), 49-68.
Strahilevitz, M., & Myers, J. G. (1998). Donations to charity as purchase incentives: How well they work may depend on what you are trying to sell. Journal of Consumer Research, 24(3), 434-446.
Thaler, R. (1985). Mental accounting and consumer choice. Marketing Science, 4(3), 199-214
Ubel, P. A. (2009). Free market madness. Boston:Harvard Business Press.
Voss, K. E., Spangenberg, E. R., & Grohmann, B. (2003). Measuring the hedonic and utilitarian dimensions of consumer attitude. Journal of Marketing Research, 40(3), 310-320.
Wansink, B., & Chandon, P. (2006). Can “low-fat” nutrition labels lead to obesity?. Journal of Marketing Research, 43(4), 605-617.
Wertenbroch, K. (1998). Consumption self-control by rationing purchase quantities of virtue and vice. Marketing Science, 17(4), 317-337.
Xu,H., Begue, L., & Shankland, R. (2011). Guilt and guiltlessness: An integrative review. Social & Personality Psychology Compass, 5(7), 440-457.
Xu, J., & Schwarz, N. (2009). Do we really need a reason to indulge?. Journal of Marketing Research, 46(1), 25-36.