ASSOCIATION FOR CONSUMER RESEARCH

Labovitz School of Business & Economics, University of Minnesota Duluth, 11 E. Superior Street, Suite 210, Duluth, MN 55802

Guilt Makes You Refund More Bohye Park, Korea University, Republic of Korea Hayeon Park, Korea University, Republic of Korea Hyoju Kim, Korea University, Republic of Korea Yongjun Sung, Korea University, Republic of Korea

The objective of this research is to explore the influence of guilt, unrelated to the shopping context, on consumption. When consumers encounter better deal, those who experienced guilt were more regretful about their purchase than others. Our finding suggests that guilt triggers corrective action and influences the post-purchase evaluation.

[to cite]: Bohye Park, Hayeon Park, Hyoju Kim, and Yongjun Sung (2015) ,"Guilt Makes You Refund More", in AP - Asia-Pacific Advances in Consumer Research Volume 11, eds. Echo Wen Wan and Meng Zhang, Duluth, MN : Association for Consumer Research, Pages: 324-324.

[url]: http://www.acrwebsite.org/volumes/1018950/volumes/ap11/AP-11

[copyright notice]: This work is copyrighted by The Association for Consumer Research. For permission to copy or use this work in whole or in part, please contact the Copyright Clearance Center at http://www.copyright.com/. 324 / Working Papers 42 .Mental Simulation as an Imbalance Resolution Between Types of Misfortune and Public Donations

Jungyun Kang, Sungkyunkwan University, Korea Hakkyun Kim, Sungkyunkwan University, Korea Kiwan Park, Seoul National University, Korea

People are unwilling to donate to controllable misfortunes. How then can we help such individuals? We suggest that mental simulation can moderate the effects of misfortune type on charitable behaviors. Empirical Studies show that outcome-focused mental simulation leads to charitable giving for controllable misfortunes.

43 .I’m Not a Banal Brand But a Real Friend: The Role of Brand Anthropomorphism in Consumer-Brand Relationships

Taeyeon Kim, Korea University, South Korea Jang Ho Moon, Sookmyung Women’s University, South Korea Yongjun Sung, Korea University, South Korea

The purpose of this study is to examine the effects of brand anthropomorphism on consumer-brand relationships in social media, by employing a longitudinal experiment. The results show that brand anthropomorphism increase the level of social presence, resulting in more favorable brand evaluations, even after a brand transgression.

44 .Conviction Bias: Intertemporal Differences in Nonconforming Choices

Nicole Y. Kim, Yonsei University, South Korea Se-Bum Park, Yonsei University, South Korea Subin Im, Yonsei University, South Korea Sunnah Baek, Yonsei University, South Korea

We show that people conjecture less preference uncertainty and greater choice conviction in the distant future than in the near future – a phenomenon we term conviction bias. We find that this bias systematically affects intertemporal choices in nonconformity, such that noncon- forming choices are preferred in the distant future.

45 .Seeing Goals in Products: Effects of Goal Visualization on Product Valuation

Hae Joo Kim, School of Business and Economics, Wilfrid Laurier University

We show that a product (e.g., curvy bottle) which merely helps consumers visualize an end-state (e.g., toned physique) creates an il- lusory perception that the goal is easier to attain, which subsequently, increases the perceived value of the product. The effect is attenuated when actual goal progress is made.

46 .Guilt Makes You Refund More

Hyoju Kim, Korea University, Republic of Korea Hayeon Park, Korea University, Republic of Korea Bohye Park, Korea University, Republic of Korea Yongjun Sung, Korea University, Republic of Korea

The objective of this research is to explore the influence of guilt, unrelated to the shopping context, on consumption. When consumers encounter better deal, those who experienced guilt were more regretful about their purchase than others. Our finding suggests that guilt trig- gers corrective action and influences the post-purchase evaluation.