The relationship between mothers’ guilt and their consumption decisions

Abstract

Objective: This article seeks to understand the relationship between mothers’ guilt in relation to the child’s well-being and their consumption decisions. Methodology: We used an exploratory qualitative approach, with thirteen in-depth interviews with mothers and one specialist. We used content analysis to scrutinize the data. Main results: Four research propositions are presented: (i) allowing the child to have greater influence over their consumption decisions reduces the mother’s guilt; (ii) less time spent with the child leads to greater guilt experienced by the mother regarding the child’s well-being; (iii) the purchase of superfluous products for the child reduces the mother’s guilt; and (iv) compliance with the child’s social norms of consumption reduces the mother’s guilt. Relevance/Originality: Most of research on guilt in consumer behavior lies in the antecedents of such emotion, and few articles have investigated the consequences of guilt. However, no study thus far has investigated coping strategies (to reduce guilt) used by guilty mothers, towards their children, that are associated to consumption decisions concerning their children. Research implications: The implications of this work consist in stimulating the understanding of how guilt interferes in mothers’ decisions pertaining to consumption of products for the children.