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dc.contributor.authorLyons, Sarah Joy
dc.contributor.authorWien, Anders Hauge
dc.contributor.authorAltintzoglou, Themistoklis
dc.description.abstractPurpose The purpose of this study was to investigate how a consumer’s intention to purchase a premium or luxury product influences the anticipated regret and guilt. Design/methodology/approach A 2 × 2 × 2 between-subjects design (label: premium versus luxury × prior event: success versus failure × product type: hedonic versus utilitarian) on guilt and regret was implemented. Findings Following a successful event, the anticipated regret and guilt are lower for a hedonic product compared to a primarily utilitarian one. The effect was valid when the consumers were looking to buy both luxury and premium. In a situation following a failure, the anticipated levels of regret and guilt were lower for a product that was primarily utilitarian in nature; however, this effect only appeared when the participants were looking to buy both luxury and not premium. Research limitations/implications People may feel more licensed to indulge in a hedonic premium or luxury product after a success and more licensed to indulge in a utilitarian luxury product after a failure. Practical implications The results can be used to understand how to optimize a marketing message of indulgence whether or not one deserves it. Originality/value The study provides novel insight into how anticipated guilt and regret may be evoked by the goal of buying a premium versus luxury product in combination with the product type and a consumer’s experience of a prior event.nb_NO
dc.rightsNavngivelse-DelPåSammeVilkår 4.0 Internasjonal*
dc.titleGuilt-free pleasures: how premium and luxury influence regretnb_NO
dc.typeJournal articlenb_NO
dc.typePeer reviewednb_NO
dc.source.journalJournal of Product & Brand Managementnb_NO
dc.relation.projectNorges forskningsråd: 233751nb_NO
dc.relation.projectNofima AS: 10920nb_NO

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Navngivelse-DelPåSammeVilkår 4.0 Internasjonal
Except where otherwise noted, this item's license is described as Navngivelse-DelPåSammeVilkår 4.0 Internasjonal