Research on the Change Mechanism of Consumer Guilt: From the Perspective of Hermeneutic Approach

Abstract

Abstract:

This paper aims to explore the change mechanism of consumer guilt from the perspective of hermeneutic approach. Based on 36 cases, this paper identifies six types of change forms of consumer guilt. And four mechanisms are unveiled. That is, natural fade-out, reciprocation, commitment and consistency, and social support. Each is moderated by several factors that can be manipulated by the firm to make full use of them.

Key words: consumer guilt, consumer emotion, reciprocation, commitment and consistency, social support

Fei Xianzheng, You Yanfen, Fu Guoqun. Research on the Change Mechanism of Consumer Guilt: From the Perspective of Hermeneutic Approach[J]. , 2016, 28(5): 73-84.

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