EVALUATION OF THE STRATEGIES COPING WITH CONSUMERS GUILT AND SHAME IN IMPULSE BUYING: A STUDY ON UNIVERSITY STUDENTS

Abstract

Guilt and shame are negative self-consciousness emotions which occur after consumer buying behavior. Consumers benefit from the planning to make up for the monetary lost and planning to reduce impulse buying strategies to coping with guilt. They benefit from mental disengagement, resignation, blame others, mental undoing, rationalization and seeking social support coping with shame. Guilt, shame and coping strategy influence consumers' repurchase intention. The aims of this study is to determine whether there has been a sense of guilt and shame after impulse buying and coping strategies taken into account of these emotions. In addition, it is aim to determine impact of these emotions and coping strategies on the repurchase intention. In this direction, a survey was carried out for the students at İstanbul and Marmara Universities. According to the survey results; impulse buying effects guilt and shame emotions, these emotions effect coping strategies and repurchase intention. It has been determined that guilt effects planning to make up for the monetary lost and planning to reduce impulse buying; shame effects mental disengagement, resignation, blame others, mental undoing, rationalization and seeking social support strategies. Also it has been determined that coping strategies except mental undoing effect repurchase intention.