A Little Something for Me and Maybe for You,Too: Promotions that Relieve Guilt

Guilt often accompanies and discourages self-indulgent, nonessential consumption. We show that gift-with-purchase promotions designed with careful attention to the nature of the gift and its intended user can reduce guilt by counterbalancing the self-indulgence or creating a favorable comparison with another’s consumption. We find that gift-with-purchase promotions diminish guilt when (a) the gift is guilt-neutral (e.g., practical or necessary) and intended for use by the purchaser or when (b) the gift is guilt-inducing (e.g., hedonic or self-indulgent) and intended to be enjoyed by someone else.