dc.contributor.author | Lyons, Sarah Joy | |
dc.contributor.author | Wien, Anders Hauge | |
dc.contributor.author | Altintzoglou, Themistoklis | |
dc.date.accessioned | 2019-04-03T12:36:30Z | |
dc.date.available | 2019-04-03T12:36:30Z | |
dc.date.created | 2019-03-01T15:18:24Z | |
dc.date.issued | 2019 | |
dc.identifier.issn | 1061-0421 | |
dc.identifier.uri | http://hdl.handle.net/11250/2593176 | |
dc.description.abstract | Purpose
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.language.iso | eng | nb_NO |
dc.rights | Navngivelse-DelPåSammeVilkår 4.0 Internasjonal | * |
dc.rights.uri | http://creativecommons.org/licenses/by-sa/4.0/deed.no | * |
dc.title | Guilt-free pleasures: how premium and luxury influence regret | nb_NO |
dc.type | Journal article | nb_NO |
dc.type | Peer reviewed | nb_NO |
dc.description.version | submittedVersion | nb_NO |
dc.source.journal | Journal of Product & Brand Management | nb_NO |
dc.identifier.doi | 10.1108/JPBM-02-2018-1764 | |
dc.identifier.cristin | 1681787 | |
dc.relation.project | Norges forskningsråd: 233751 | nb_NO |
dc.relation.project | Nofima AS: 10920 | nb_NO |
cristin.ispublished | true | |
cristin.fulltext | preprint | |
cristin.qualitycode | 1 | |