IDEAS home Printed from https://ideas.repec.org/a/eee/joreco/v55y2020ics0969698919309130.html
   My bibliography  Save this article

Guilt online vs. offline: What are its consequences on consumer behavior?

Author

Listed:
  • Saintives, Camille

Abstract

Although various consumption episodes, types of products, and dimensions of guilt have been examined in previous studies, the existing literature has not addressed whether guilt could arise differently depending on the purchase channel (online versus in-store). This research thus investigates the effect of the purchase channel on consumer's guilt and the consequences of that guilt on consumer's anticipated satisfaction. Two experiments conducted in different contexts show that perceived value moderates the relationship between the purchase channel and guilt. Further, we demonstrate that perceived value is also a moderator of the mediating effect of guilt in the influence of the purchase channel on anticipated satisfaction.

Suggested Citation

  • Saintives, Camille, 2020. "Guilt online vs. offline: What are its consequences on consumer behavior?," Journal of Retailing and Consumer Services, Elsevier, vol. 55(C).
    • Handle: RePEc:eee:joreco:v:55:y:2020:i:c:s0969698919309130
    DOI: 10.1016/j.jretconser.2020.102114
    as

    Download full text from publisher

    File URL: http://www.sciencedirect.com/science/article/pii/S0969698919309130
    Download Restriction: Full text for ScienceDirect subscribers only
    File URL: https://libkey.io/10.1016/j.jretconser.2020.102114?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. Hult, G. Tomas M. & Sharma, Pratyush Nidhi & Morgeson, Forrest V. & Zhang, Yufei, 2019. "Antecedents and Consequences of Customer Satisfaction: Do They Differ Across Online and Offline Purchases?," Journal of Retailing, Elsevier, vol. 95(1), pages 10-23.
    2. Shiv, Baba & Huber, Joel, 2000. "The Impact of Anticipating Satisfaction on Consumer Choice," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 27(2), pages 202-216, September.
    3. Ruiz-Mafe, Carla & Chatzipanagiotou, Kalliopi & Curras-Perez, Rafael, 2018. "The role of emotions and conflicting online reviews on consumers' purchase intentions," Journal of Business Research, Elsevier, vol. 89(C), pages 336-344.
    4. Babin, Barry J & Darden, William R & Griffin, Mitch, 1994. "Work and/or Fun: Measuring Hedonic and Utilitarian Shopping Value," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 20(4), pages 644-656, March.
    5. Brunner-Sperdin, Alexandra & Scholl-Grissemann, Ursula S. & Stokburger-Sauer, Nicola E., 2014. "The relevance of holistic website perception. How sense-making and exploration cues guide consumers' emotions and behaviors," Journal of Business Research, Elsevier, vol. 67(12), pages 2515-2522.
    6. Richard, Marie-Odile & Chebat, Jean-Charles, 2016. "Modeling online consumer behavior: Preeminence of emotions and moderating influences of need for cognition and optimal stimulation level," Journal of Business Research, Elsevier, vol. 69(2), pages 541-553.
    7. 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.
    8. O'Guinn, Thomas C & Faber, Ronald J, 1989. "Compulsive Buying: A Phenomenological Exploration," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 16(2), pages 147-157, September.
    9. Rik Pieters, 2013. "Bidirectional Dynamics of Materialism and Loneliness: Not Just a Vicious Cycle," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 40(4), pages 615-631.
    10. Drazen Prelec & George Loewenstein, 1998. "The Red and the Black: Mental Accounting of Savings and Debt," Marketing Science, INFORMS, vol. 17(1), pages 4-28.
    11. Rosen, Deborah E. & Purinton, Elizabeth, 2004. "Website design: Viewing the web as a cognitive landscape," Journal of Business Research, Elsevier, vol. 57(7), pages 787-794, July.
    12. Aristeidis Theotokis & Emmanouela Manganari, 2015. "The Impact of Choice Architecture on Sustainable Consumer Behavior: The Role of Guilt," Journal of Business Ethics, Springer, vol. 131(2), pages 423-437, October.
    13. Pham, Michel Tuan, 1998. "Representativeness, Relevance, and the Use of Feelings in Decision Making," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 25(2), pages 144-159, September.
    14. Strahilevitz, Michal & Myers, John 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, Journal of Consumer Research Inc., vol. 24(4), pages 434-446, March.
    15. Richins, Marsha L, 1997. "Measuring Emotions in the Consumption Experience," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 24(2), pages 127-146, September.
    16. DaHee Han & Adam Duhachek & Nidhi Agrawal, 2014. "Emotions Shape Decisions through Construal Level: The Case of Guilt and Shame," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 41(4), pages 1047-1064.
    17. Riquelme, Isabel P. & Román, Sergio & Iacobucci, Dawn, 2016. "Consumers' Perceptions of Online and Offline Retailer Deception: A Moderated Mediation Analysis," Journal of Interactive Marketing, Elsevier, vol. 35(C), pages 16-26.
    18. Loureiro, Sandra Maria Correia & Roschk, Holger, 2014. "Differential effects of atmospheric cues on emotions and loyalty intention with respect to age under online/offline environment," Journal of Retailing and Consumer Services, Elsevier, vol. 21(2), pages 211-219.
    19. Lancellotti, Matthew P. & Thomas, Sunil, 2018. "Men hate it, women love it: Guilty pleasure advertising messages," Journal of Business Research, Elsevier, vol. 85(C), pages 271-280.
    20. Vieira, Valter Afonso, 2013. "Stimuli–organism-response framework: A meta-analytic review in the store environment," Journal of Business Research, Elsevier, vol. 66(9), pages 1420-1426.
    21. Marsha L. Richins, 2013. "When Wanting Is Better than Having: Materialism, Transformation Expectations, and Product-Evoked Emotions in the Purchase Process," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 40(1), pages 1-18.
    22. Liu, Wumei & Batra, Rajeev & Wang, Haizhogn, 2017. "Product Touch and Consumers’ Online and Offline Buying: The Role of Mental Representation," Journal of Retailing, Elsevier, vol. 93(3), pages 369-381.
    23. Rook, Dennis W, 1987. "The Buying Impulse," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 14(2), pages 189-199, September.
    24. Ted Matherly & Anastasiya Pocheptsova Ghosh & Yogesh V. Joshi, 2019. "The Freedom of Constraint: How Perceptions of Time Limitations Alleviate Guilt from Two-Phase Indulgent Consumption," Journal of the Association for Consumer Research, University of Chicago Press, vol. 4(2), pages 147-159.
    25. Oliver, Richard L, 1993. "Cognitive, Affective, and Attribute BAses of the Satisfaction Response," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 20(3), pages 418-430, December.
    26. DaHee Han & Adam Duhachek & Nidhi Agrawal, 2014. "Emotions Shape Decisions through Construal Level: The Case of Guilt and Shame," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 41(4), pages 1047-1064.
    27. Holbrook, Morris B & Batra, Rajeev, 1987. "Assessing the Role of Emotions as Mediators of Consumer Responses to Advertising," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 14(3), pages 404-420, December.
    28. Cotte, June & Coulter, Robin A. & Moore, Melissa, 2005. "Enhancing or disrupting guilt: the role of ad credibility and perceived manipulative intent," Journal of Business Research, Elsevier, vol. 58(3), pages 361-368, March.
    29. Mazaheri, Ebrahim & Richard, Marie Odile & Laroche, Michel & Ueltschy, Linda C., 2014. "The influence of culture, emotions, intangibility, and atmospheric cues on online behavior," Journal of Business Research, Elsevier, vol. 67(3), pages 253-259.
    30. Mano, Haim & Oliver, Richard L, 1993. "Assessing the Dimensionality and Structure of the Consumption Experience: Evaluation, Feeling, and Satisfaction," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 20(3), pages 451-466, December.
    31. Petit, Olivia & Velasco, Carlos & Spence, Charles, 2019. "Digital Sensory Marketing: Integrating New Technologies Into Multisensory Online Experience," Journal of Interactive Marketing, Elsevier, vol. 45(C), pages 42-61.
    32. Campo, Katia & Breugelmans, Els, 2015. "Buying Groceries in Brick and Click Stores: Category Allocation Decisions and the Moderating Effect of Online Buying Experience," Journal of Interactive Marketing, Elsevier, vol. 31(C), pages 63-78.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Malhotra, Gunjan & Ramalingam, Mahesh, 2022. "Does impact of campaign and consumer guilt help in exploring the role of national identity and purchase decisions of consumers?," Journal of Retailing and Consumer Services, Elsevier, vol. 65(C).
    2. Barta, Sergio & Gurrea, Raquel & Flavián, Carlos, 2023. "Consequences of consumer regret with online shopping," Journal of Retailing and Consumer Services, Elsevier, vol. 73(C).
    3. Söderlund, Magnus, 2023. "Moderator variables in consumer research: A call for caution," Journal of Retailing and Consumer Services, Elsevier, vol. 73(C).
    4. Xian Yang & Bilian Lai & Chaolan Tang, 2023. "Experiential Product Promotions on e-Commerce Platform: From the Perspective of Consumer Cognition and Emotion," SAGE Open, , vol. 13(1), pages 21582440231, February.
    5. Mishra, Sita & Shukla, Yupal & Malhotra, Gunjan & Arora, Vibha, 2023. "Investigating the impact of consumers’ patriotism and ethnocentrism on purchase intention: Moderating role of consumer guilt and animosity," International Business Review, Elsevier, vol. 32(4).

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Tejaswi Patil & Zillur Rahman, 2023. "A bibliometric analysis of scientific literature on guilt in marketing," Management Review Quarterly, Springer, vol. 73(3), pages 1385-1415, September.
    2. Zha, Dongmei & Marvi, Reza & Foroudi, Pantea, 2023. "Synthesizing the customer experience concept: A multimodularity approach," Journal of Business Research, Elsevier, vol. 167(C).
    3. Xian Yang & Bilian Lai & Chaolan Tang, 2023. "Experiential Product Promotions on e-Commerce Platform: From the Perspective of Consumer Cognition and Emotion," SAGE Open, , vol. 13(1), pages 21582440231, February.
    4. Cesare Amatulli & Matteo Angelis & Alessandro M. Peluso & Isabella Soscia & Gianluigi Guido, 2019. "The Effect of Negative Message Framing on Green Consumption: An Investigation of the Role of Shame," Journal of Business Ethics, Springer, vol. 157(4), pages 1111-1132, July.
    5. Sara Poggesi & Michela Mari & Arash Kamangar & Pinalba Schilleci, 2022. "The Role of Virtual Environment in Online Retailing: State of the Art and Research Challenges," Sustainability, MDPI, vol. 14(7), pages 1-17, March.
    6. Fernando Santini & Wagner Junior Ladeira & Diego Costa Pinto & Márcia Maurer Herter & Claudio Hoffmann Sampaio & Barry J. Babin, 2020. "Customer engagement in social media: a framework and meta-analysis," Journal of the Academy of Marketing Science, Springer, vol. 48(6), pages 1211-1228, November.
    7. Demoulin, Nathalie & Willems, Kim, 2019. "Servicescape irritants and customer satisfaction: The moderating role of shopping motives and involvement," Journal of Business Research, Elsevier, vol. 104(C), pages 295-306.
    8. Anninou, Ioanna & Foxall, Gordon R., 2019. "The reinforcing and aversive consequences of customer experience. The role of consumer confusion," Journal of Retailing and Consumer Services, Elsevier, vol. 51(C), pages 139-151.
    9. Laros, Fleur J.M. & Steenkamp, Jan-Benedict E.M., 2005. "Emotions in consumer behavior: a hierarchical approach," Journal of Business Research, Elsevier, vol. 58(10), pages 1437-1445, October.
    10. Babin, Barry J. & Griffin, Mitch & Boles, James S., 2004. "Buyer reactions to ethical beliefs in the retail environment," Journal of Business Research, Elsevier, vol. 57(10), pages 1155-1163, October.
    11. Jones, Michael A. & Reynolds, Kristy E. & Arnold, Mark J., 2006. "Hedonic and utilitarian shopping value: Investigating differential effects on retail outcomes," Journal of Business Research, Elsevier, vol. 59(9), pages 974-981, September.
    12. Nagpal, Anish & Lei, Jing & Khare, Adwait, 2015. "To Choose or to Reject: The Effect of Decision Frame on Food Customization Decisions," Journal of Retailing, Elsevier, vol. 91(3), pages 422-435.
    13. Min Hou & Zuohao Hu, 2013. "Patronage, only for happiness? ¨C An analysis on Coexistence of Multiple Consumption Emotions," Business and Management Research, Business and Management Research, Sciedu Press, vol. 2(1), pages 116-127, March.
    14. Fernando Oliveira Santini & Wagner Junior Ladeira & Claudio Hoffmann Sampaio & Diego Costa Pinto, 2018. "The brand experience extended model: a meta-analysis," Journal of Brand Management, Palgrave Macmillan, vol. 25(6), pages 519-535, November.
    15. Massara, Francesco & Liu, Sandra S. & Melara, Robert D., 2010. "Adapting to a retail environment: Modeling consumer-environment interactions," Journal of Business Research, Elsevier, vol. 63(7), pages 673-681, July.
    16. Chun-Tuan Chang & Xing-Yu (Marcos) Chu, 2020. "The give and take of cause-related marketing: purchasing cause-related products licenses consumer indulgence," Journal of the Academy of Marketing Science, Springer, vol. 48(2), pages 203-221, March.
    17. Arnold, Mark J. & Reynolds, Kristy E. & Ponder, Nicole & Lueg, Jason E., 2005. "Customer delight in a retail context: investigating delightful and terrible shopping experiences," Journal of Business Research, Elsevier, vol. 58(8), pages 1132-1145, August.
    18. S. Steenhaut & P. Van Kenhove, 2006. "The Emotional Experience of Guilt in Ethically Questionable Consumer Situations," Working Papers of Faculty of Economics and Business Administration, Ghent University, Belgium 06/381, Ghent University, Faculty of Economics and Business Administration.
    19. Ayaz Ali & Chen Li & Ashfaque Hussain & Bakhtawar, 2024. "Hedonic Shopping Motivations and Obsessive–Compulsive Buying on the Internet," Global Business Review, International Management Institute, vol. 25(1), pages 198-215, February.
    20. Herter, Márcia Maurer & Borges, Adilson & Pinto, Diego Costa, 2021. "Which emotions make you healthier? The effects of sadness, embarrassment, and construal level on healthy behaviors," Journal of Business Research, Elsevier, vol. 130(C), pages 147-158.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:eee:joreco:v:55:y:2020:i:c:s0969698919309130. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Catherine Liu (email available below). General contact details of provider: https://www.journals.elsevier.com/journal-of-retailing-and-consumer-services .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.