Conspicuous consumption : how do pleasure and guilt affect repurchase decision

الملخص EN

This paper studies the interaction between emotions of guilt and pleasure and how they affect consumptions of luxurious products, as well as, the influence these two emotions have on each other.

A questionnaire was developed to achieve the purpose of the study; a convenience sample of one hundred respondents was carefully selected from the upper social class customers, living in west Amman.

Research findings demonstrate that while guilt may reduce consumers repurchase intention, the interaction of pleasure and guilt enhances their tendency to repurchase luxury as pleasure offsets the adverse effect of guilt.