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

Denni Arli, Cheryl Leo, Fandy Tjiptono

Research output: Contribution to journalArticlepeer-review

22 Scopus citations

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.

Original languageEnglish (US)
Pages (from-to)2-13
Number of pages12
JournalInternational Journal of Consumer Studies
Volume40
Issue number1
DOIs
StatePublished - Jan 1 2016
Externally publishedYes

Bibliographical note

Publisher Copyright:
© 2016 John Wiley & Sons Ltd.

Keywords

  • Australia
  • Consumer ethics
  • Guilt proneness
  • Indonesia
  • Shame proneness

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