心理科学进展Issue(10)：1818-1829,12.DOI:10.3724/SP.J.1042.2015.01818
消费罪恶感：维度、过程及实证研究前沿探析
Consumer Guilt：The Frontier Analysis of Dimension, Process and Empirical Research
摘要
Abstract
Consumer guilt is defined as the consumer's negative feeling when breaking the social norms or violating personal values. Consumer guilt is a double-edged sword for the enterprises. Being used improperly, it will have negative effects on the repurchase intention and loyalty of the consumers. The enterprise also can achieve its marketing objectives through the advertisement emotional appeal by using the consumer guilt properly. The paper first introduces the theoretical basis of consumer guilt including emotional dimensions, timing and types, and then analyzes the process of consumer guilt from its initiation to elimination. Finally the empirical studies of influencing factors of eliminating the consumer guilt, its applicable context and mixed emotions were clarified. The future studies were necessary to explore the consumer guilt in virtual environment, intensity of guilt, the moderators and empirical research methods.关键词
消费罪恶感/情绪维度/影响因素/适应情境/广告诉求Key words
consumer guilt/emotion dimensions/influencing factors/applicable context/advertisement appeal分类
社会科学引用本文复制引用
白琳,陈晨,陈绘雯..消费罪恶感：维度、过程及实证研究前沿探析[J].心理科学进展,2015,(10):1818-1829,12.基金项目
教育部人文社会科学研究基金青年项目“中国消费者自我赠礼动机及行为研究”(11YJC630002)。 （11YJC630002）
