Coping with guilt and shame in the impulse buying context

Evaluation of the Strategies Coping With Consumers Guilt and Shame in Impulse Buying: A Study on University Students

“…They are very influential on decision-making processes. They are considered to be a part of motivation as well as decision-making and the following strategies are employed regarding impulse buying (Yi and Baumgartner, 2011): The planning to reduce Impulse Buying: It aims to reduce the frequency and quantity of impulse buyings. It involves going shopping with a shopping list, having money only enough to buy what is needed, spending according to a budget, and leaving a place when a consumer feels that he/she will spend money unnecessarily.…”

“…Rationalization: Rationalization means that consumers see the failure they experience as a result of their inconsistent attitudes and behaviors and look for excuses. These excuses are that they believe they deserve what they buy; their purchases are the worth of their money; and they can make up for that loss (Yi and Baumgartner, 2011;460). Seeking Social Support: It is the material and moral support provided to make a positive effect by keeping an individual away from problems (Cohen and Wills, 1985;313).…”

“…The planning to reduce impulse buying and the planning to make up for monetary loss are among "problemfocused" strategies while mental disengagement, resignation, and blaming others are among "disengagement" strategies, and social support, rationalization, and mental undoing are among "emotionfocused" strategies (Yi and Baumgartner, 2011;461). However, disengagement strategies can be handled under emotion-focused strategies, as well (Lazarus and Folkman, 1984) because they do not involve any direct effort to change negative emotions as is the case in emotion-focused strategies but include behaviors such as calming down before negative feelings (Duhachek, 2004;38).…”

“…According to Frijda, Kuipers and Tershure (1989), different negative feelings require different strategies. As guilt requires the evaluation of the relevant behavior, the planning to reduce impulse buying and the planning to make up for monetary loss are used in coping with this feeling (Yi and Baumgartner, 2011). The consumers the buying behaviors of whom are not approved by the people in their environment feel ashamed and benefit from coping strategies to reduce the devastating results.…”

Online Retailing: Purchasing Behaviour of Croatian Consumers

“…However, due to a lower correlation coefficient there is a possibility of negative feelings that occur during the impulsive online purchase. In that context, it was found that impulsive buying may stimulate emotional conflict (Punj, 2011), buyers' dissatisfaction andregret (Wood, 1998) as well as self-conscious emotions, such as guilt and shame (Yi & Baumgartner, 2011). The next table shows the correlation matrix between recreational factor and consumers attitudes towards online purchase by using Spearman's correlation coefficient.…”