When guilt begets pleasure: The positive effect of a negative emotion

Journal of Marketing Research

Volumn 49, Issue 6, 2012, Pages 872-881

  Goldsmith, Kelly ^a   Cho, Eunice Kim ^b   Dhar, Ravi ^c  

^a NORTHWESTERN UNIVERSITY   (United States)

^b PENNSYLVANIA STATE UNIVERSITY   (United States)

^c YALE SCHOOL OF MANAGEMENT   (United States)

Author keywords

Emotion; Guilt pleasure; Hedonic consumption

Indexed keywords

EID: 84870874650     PISSN: 00222437     EISSN: None     Source Type: Journal    
DOI: 10.1509/jmr.09.0421     Document Type: Article

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