Investigating the impact of guilt and shame proneness on consumer ethics: A cross national study

Denni Arli, Cheryl Leo, Fandy Tjiptono

    Research output: Contribution to journalArticleResearchpeer-review

    22 Citations (Scopus)


    Studies show that emotions of guilt and shame significantly influence how people live their daily lives when it comes to making ethical decisions. Nonetheless, individuals proneness toward guilt and shame has received limited attention in consumer behaviour literature. The study focuses on the impact of anticipated emotions (i.e. guilt and shame) on various consumers ethical and unethical behaviours. Using a combination of a panel data sample and a university sample, the overall results between the two countries (i.e. Australia and Indonesia) reveal more similarities than differences. Consumers with high guilt-proneness are less likely to agree on those unethical behaviours. This study has important theoretical implications for understanding the similarities and differences between both nations and the impact of guilt and shame proneness on consumer ethics.
    Original languageEnglish
    Pages (from-to)2 - 13
    Number of pages12
    JournalInternational Journal of Consumer Studies
    Issue number1
    Publication statusPublished - 2016

    Cite this