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Guilt-free pleasures: how premium and luxury influence regret

Permanent link
https://hdl.handle.net/10037/14824
DOI
https://doi.org/10.1108/JPBM-02-2018-1764
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Submitted manuscript version (PDF)
Date
2019
Type
Journal article
Tidsskriftsartikkel

Author
Lyons, Sarah Joy; Wien, Anders Hauge; Altintzoglou, Themistoklis
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.

Description
This is an author-created, un-copyedited version of an article accepted for publication in Journal of Product & Brand Management. Published version available at https://doi.org/10.1108/JPBM-02-2018-1764.
Publisher
Emerald
Citation
Lyons, S.J., Wien, A.H. & Altintzoglou, T. (2019). Guilt-free pleasures: how premium and luxury influence regret. Journal of Product & Brand Management. https://doi.org/10.1108/JPBM-02-2018-1764
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