Feelings that make a difference: How guilt and pride convince consumers of the effectiveness of sustainable consumption choices - Antonetti & Maklan (2014) - Article

What is self-efficacy?

Self-efficacy is very similar to perceived consumer effectiveness. It comprises beliefs in one´s capabilities to organize and execute courses of action required to produce given attainments. The focus is on the individual´s ability to perform a relevant task, rather than necessarily influencing the underlying outcome. The difference between self-efficacy and PCE is the feeling of empowerment associated with PCE and the stable beliefs about the effectiveness of consumer choices in general.

How do self-conscious emotions regulate sustainable consumption?

Self-conscious emotions are those affected by how we see ourselves and how we think others perceive us. Self-conscious emotions, like guilt and pride, play an important part in self-regulation. They impact individuals´ ability to control personal decisions in support of long-term goals. Pride is a positive emotion associated with a sense of self-worth and achievement. Authentic pride is associated with a sense of purpose and the attainment of cherished goals. It motivates people to behave responsibly by promoting charitable donations, volunteering, and cause-related marketing campaigns. Guilt also promotes ethical consumer behavior and pro-social action by leading consumers to make choices that avoid them feeling guilty, for example by regulating over-eating, effectively using anti-drinking campaigns, and supporting fairer negotiation strategies.

Why do guilt and pride increase consumers´ sense of agency?

Guilt and pride are associated with causal attributions that lead consumers to perceive themselves as the cause of the event appraised. They activate psychological processes that increase consumers’ sense of agency. There are three areas of research that support this statement:

• Guilt and pride are underpinned by specific cognitive appraisal processes. Guilt and pride are triggered by the evaluation of events or outcomes that are perceived as being caused by the self.
• Pride is a form of positive reinforcement that facilitates self-regulation. The motivational effects of pride are based upon a realization that the self can control and influence positive outcomes.
• Guilt is a negative feeling experiences by consumers when they reflect on previous behavior and realize that their behavior doesn´t match their personal goals, norms, or standards. It activates a desire to cope with this stress by repairing the wrongdoing and correcting previous behavior. This also implies a sense of effectiveness, where the consumer acknowledges that he has control over the outcome that has been caused.

How can consumers be convinced of the effectiveness of their behavior?

Research shows that information alone does not increase perceived consumer effectiveness. Ideally, after every instance of behavior, direct feedback is required. This is however not always possible, but indirect feedback through experience is possible. Consumers can learn from previous experiences of pride and guilt that follow their consumption choices. Relevant in this context are neutralization techniques. People who experience guilt or pride may be less likely to use neutralization techniques the next time they are confronted with a consumer choice.

What are neutralization techniques?

Neutralization techniques are used to deflect blame for deviant or undesirable behavior. It explains how consumers act in ways that contradict their pro-social beliefs while still preserving a positive self-image. People use five arguments to justify their bad behaviors, namely denial of responsibility, denial of injury, denial of the victim, condemnation of the condemners, and appeal to higher loyalties. This research shows however that people´s ability to use neutralization techniques can be counterbalanced by emotional reactions that enhance people´s sense of agency.

What regulatory process identifies the role of PCE as mediator of the impact of emotions on consumers’ choices?

After a single consumption episode people tend to feel either feelings of guilt or pride about their consumption. This consequential experience of emotion associated with the consumption, influences future consumer intentions to purchase sustainable products. Guilt and pride do not influence behavior directly, but provide feedback on past behavior that convinces consumers of their behavior effectiveness. Consumers´ sense of agency is reinforced and they then find it more difficult to neutralize their sense of personal responsibility. In this way these emotions activate a learning process that leads to an increase in PCE.

How can these findings promote sustainable consumption?

Providing factual information about consumers´ choices does not seem to have much effect. But by eliciting emotions of guilt or pride, consumers´ perception of effectiveness can be enhanced. It is recommended that marketers first try to promote responsible behavior by eliciting positive emotions (not guilt), as they are much less likely to generate unexpected negative consequences. It is more ethical to focus on eliciting feelings of pride after responsible consumer choices.