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| Payback or Never Back: A Research on Consumer Guilt in Marketing Interaction Context
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| FEI Xianzheng,DING Yifeng |
| 1.Zhongnan University of Economics and Law, Wuhan, China; 2.Peking University, Beijing, China |
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Abstract This paper investigates mechanism of how consumer guilt is aroused and how it affects the consumers’ action intention, under the condition that consumer doesn’t purchase anything even if the seller have provided warm, considerate, or even free services. By using experimentation methods, this paper suggests that perceived motivation has a negative moderate effect on the relationship between perceived sacrifice and consumers’ guilt. It is also testified that consumer guilt can bring about not only payback, but also never back effect. That is, consumer guilt is a double-edged sword. Furthermore, this effect is moderated by consumers’ rational evaluation and social support. Practical implications are discussed to help the firm to benefit from consumer guilt tactics.
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Received: 03 January 2013
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2013, Vol. 10 
