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Coping with Guilt: The Roles of Rumination and Positive Reappraisal in the Effects of Postconsumption Guilt
Author(s) -
Saintives Camille,
Lunardo Renaud
Publication year - 2016
Publication title -
psychology and marketing
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 1.035
H-Index - 116
eISSN - 1520-6793
pISSN - 0742-6046
DOI - 10.1002/mar.20879
Subject(s) - rumination , psychology , cognitive reappraisal , feeling , expressive suppression , coping (psychology) , social psychology , developmental psychology , clinical psychology , cognition , neuroscience
This article investigates how consumers regulate their postconsumption guilt and rumination through positive reappraisal and the effects of this regulating process on satisfaction. Two studies conducted in different contexts and using different methods show that positive reappraisal increases with rumination and guilt but more strongly when guilt is low (vs. high). Results also reveal the mediating effect of positive reappraisal on the guilt–satisfaction relationship such that people feeling guilty and engaging in positive reappraisal exhibit lower satisfaction with their consumption. Further, this mediating effect is moderated by rumination, such that positive reappraisal mediates the indirect effect of guilt only when rumination is low.