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Investigating gender differences in consumers’ experience of guilt: A comparative study

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  • Kayal, Ghadeer G.
  • Simintiras, Antonis C.
  • Rana, Nripendra P.

Abstract

The literature of guilt in the context of consumer behavior is notably limited. It is particularly limited with respect to examining gender differences across nations. Existing studies have only evaluated gender differences, in terms of consumer guilt, in the United States. In addition, those studies evaluated gender differences in specific consumption situations such as consumer boycotting and food consumption. Thus, they do not give a comprehensive understanding of gender variations in consumer guilt. Notably, gender differences with regard to consumer guilt were shown to be limited in countries other than the United States. These studies provided contradictory results to established findings in social psychology. In view of this, by using quantitative techniques, numerous consumption settings, and samples from two distinct countries, this study provides a holistic assessment of gender differences in consumer guilt across nations. The findings indicate that gender differences, with respect to consumer guilt, are predominately present in individualistic countries and notably absent in collectivist countries. Hence, marketers should consider gender as an influential variable when devising guilt related strategies in individualistic countries. In contrast, marketers may reconsider allocating resources, with respect to gender related marketing strategies, in collectivist countries.

Suggested Citation

  • Kayal, Ghadeer G. & Simintiras, Antonis C. & Rana, Nripendra P., 2017. "Investigating gender differences in consumers’ experience of guilt: A comparative study," Journal of Retailing and Consumer Services, Elsevier, vol. 39(C), pages 71-78.
  • Handle: RePEc:eee:joreco:v:39:y:2017:i:c:p:71-78
    DOI: 10.1016/j.jretconser.2017.07.006
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    References listed on IDEAS

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    1. Sooyeon Lee-Wingate & Kim Corfman, 2010. "A Little Something for Me and Maybe for You, Too: Promotions that Relieve Guilt," Marketing Letters, Springer, vol. 21(4), pages 385-395, December.
    2. Zielke, Stephan, 2014. "Shopping in discount stores: The role of price-related attributions, emotions and value perception," Journal of Retailing and Consumer Services, Elsevier, vol. 21(3), pages 327-338.
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    4. Darrat, Aadel A. & Darrat, Mahmoud A. & Amyx, Douglas, 2016. "How impulse buying influences compulsive buying: The central role of consumer anxiety and escapism," Journal of Retailing and Consumer Services, Elsevier, vol. 31(C), pages 103-108.
    5. Ayadi, Nawel & Giraud, Magali & Gonzalez, Christine, 2013. "An investigation of consumers' self-control mechanisms when confronted with repeated purchase temptations: Evidence from online private sales," Journal of Retailing and Consumer Services, Elsevier, vol. 20(3), pages 272-281.
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    Cited by:

    1. Andersch, Henrike & Arnold, Christian & Seemann, Ann-Kathrin & Lindenmeier, Jörg, 2019. "Understanding ethical purchasing behavior: Validation of an enhanced stage model of ethical behavior," Journal of Retailing and Consumer Services, Elsevier, vol. 48(C), pages 50-59.
    2. Petra Šánová & Jitka Svobodová & Adriana Laputková, 2017. "Using Multiple Correspondence Analysis to Evaluate Selected Aspects of Behaviour of Consumers Purchasing Local Food Products," Acta Universitatis Agriculturae et Silviculturae Mendelianae Brunensis, Mendel University Press, vol. 65(6), pages 2083-2093.
    3. Zhuang, Zheng-Yun & Chung, Cheng-Kung, 2024. "Dissecting the visiting willingness of driving visitors facing a retail market's dual-pricing policy for parking," Journal of Retailing and Consumer Services, Elsevier, vol. 78(C).

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