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Investigating the impact of guilt and shame proneness on consumer ethics: a cross national study
Journal article   Open access   Peer reviewed

Investigating the impact of guilt and shame proneness on consumer ethics: a cross national study

D. Arli, C. Leo and F. Tjiptono
International Journal of Consumer Studies, Vol.40(1), pp.2-13
2016
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Abstract

Studies show that emotions of guilt and shame significantly influence how people live their daily lives when it comes to making ethical decisions. Nonetheless, individuals’ proneness toward guilt and shame has received limited attention in consumer behaviour literature. The study focuses on the impact of anticipated emotions (i.e. guilt and shame) on various consumers’ ethical and unethical behaviours. Using a combination of a panel data sample and a university sample, the overall results between the two countries (i.e. Australia and Indonesia) reveal more similarities than differences. Consumers with high guilt-proneness are less likely to agree on those unethical behaviours. This study has important theoretical implications for understanding the similarities and differences between both nations and the impact of guilt and shame proneness on consumer ethics.

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Collaboration types
Domestic collaboration
International collaboration
Citation topics
6 Social Sciences
6.73 Social Psychology
6.73.130 Cognitive Biases
Web Of Science research areas
Business
ESI research areas
Economics & Business
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