Semester
Spring
Date of Graduation
2019
Document Type
Dissertation
Degree Type
PhD
College
Chambers College of Business and Economics
Department
Marketing
Committee Chair
Paula Fitzgerald
Committee Co-Chair
Annie Cui
Committee Member
Annie Cui
Committee Member
Laurel Cook
Committee Member
Pam Ellen
Committee Member
Stephen He
Abstract
In the past few decades, we have witnessed a growing body of literature on emotions in the consumer behavior domain. Emotions are defined as “mental states of readiness that arise from appraisals of events or one’s own thoughts” (Bagozzi, Gopinath, & Nyer, 1999, p. 184). Marketers have examined the role of emotions as stimuli, mediators, moderators, and responses to the environment. The broad topic of emotions includes subtopics such as impact of emotions on consumption, attitudes, and behavioral intentions, emotional responses to market stimuli, and the impact of emotions on cognition. However, although the study of emotions is pivotal to consumer researchers, the marketing literature has mostly focused on a few emotions. In this dissertation, our focus is on two emotional states of shame and guilt. Unlike marketing literature, these two emotional states are commonly investigated together in psychology and sociology literature. However, there seems to be an overemphasis on guilt in the marketing literature, while shame has not benefited from similar attention. Over three essays I summarize the literature on shame and guilt, examine these emotional states as mediators, and as interventions to induce behavior modification.
Recommended Citation
Sadeghein, Raika, "Shame and Guilt: The Good, the Bad, and the Ugly" (2019). Graduate Theses, Dissertations, and Problem Reports. 3767.
https://researchrepository.wvu.edu/etd/3767