Download Guilty Free Consumption of Middle Aged Man in Automotive Industry

Guilty Free Consumption of the Middle Aged Man
Guilty Free Consumption of Middle Aged Man in
Automotive Industry
Jovana Ciganović
European Master in Business Studies
University of Kassel
Exposé
[email protected]
Kassel, 9th of November, 2014
GUILTY FREE CONSUMPTION OF THE MIDDLE AGED MAN
2
Abstract
Background: The feeling of guilt is an increasing sensation in today’s consumeristic society.
Demand of self-fulfilling purchases can be observed in the midlife crisis. This middle life period
might be turning point in man’s consumption patterns, changing its values and preferences. This
breakpoint will lead to the different desires in the car consumption. Guilty free consumption is an
interesting new insight of sensations to be considered in purchasing behavior and post
purchasing feelings of the middle aged man.
Purpose: The aim of this work is to give a better understanding of possible existence of guilt in
man’s changing behaviors. These behavior will be concretized in purchasing of a new vehicle
during the midlife crisis. This will be done by analysis of the different variables in consumer
behavior of auto industry which might produce guilty feelings.
Method: Qualitative personal depth interviews will be conducted of middle-higher European
man’s segment aged from 38 to 60 years.
Keywords: Guilty free consumption, cognitive dissonance, middle aged man, midlife
crisis, automotive industry, cars
GUILTY FREE CONSUMPTION OF THE MIDDLE AGED MAN
3
TABLE OF CONTENTS
Abstract .............................................................................................................................. 2
List of Abbreviations ......................................................................................................... 4
1.
Introduction................................................................................................................ 5
2.
Problem Statement & Research Question ........................................................... 6
3.
Review of the Literature .......................................................................................... 7
Table 1: Guilty Free Consumption ............................................................................. 7
Table 2: Theory of Cognitive Dissonance ................................................................. 9
Table 3: Middle Aged Man ........................................................................................ 11
Table 4: Auto Industry ................................................................................................ 12
4.
Methodology............................................................................................................ 15
5.
Overview of Chapters ............................................................................................ 15
6.
Work Plan ................................................................................................................ 17
References ...................................................................................................................... 18
GUILTY FREE CONSUMPTION OF THE MIDDLE AGED MAN
List of Abbreviations
GF
Guilty Free
GFC
Guilty Free Consumption
TCD
Theory of Cognitive Dissonance
4
GUILTY FREE CONSUMPTION OF THE MIDDLE AGED MAN
5
1. Introduction
Background: Feel of guilt can explain consumer behavior (Burnett & Lunsford, 1994)
and is nowadays proliferous and extended to other industries apart from the food industry
(Goldsmith, Cho, & Dhar, 2012). Socially responsible, environmentally friendly and ethical
consumption are in our concerns. Green marketing is earning positions in the shelves and
changing consumer behaviors (Gonzalez, Korchia, Menuet, & Urbain, 2009). Feeling guilty
when buying can affect other aspects of consumer’s decision process apart from the socially
responsible ones (Burnett & Lunsford, 1994). This other aspect can be the guilt we feel when
eating the additional peace of chocolate after abundant meal (Goldsmith et al., 2012, p. 875).
Guilty Free Consumption (GFC) is named by new strive in marketing which applies this concept
regarding consumer behaviors (Hirebet, 2013).
The purchase of the new automobile is a long term investment of a durable good.
Vehicles nowadays are more and more part of the image and lifestyle and an important
accessory (Pope, 2007). Their purchase process is meditated, complex and evolves a lot of
variables. Those variables might be personal or as well communally shared with other members
of the family (Sari & Kusuma, 2014).
An important segment of the auto industry market is the middle aged man. This segment
is composed of man aged between 35 and 60’s being in the peak of their careers (McManus,
Senter, Curtin, & Garver, 2009; Morgan, Patton, & Kent, 1985). Normally, the disposable
income is higher and desire of purchasing new vehicle is different than in other segments
(Sudhir, 2001).
Problem statement: Changing attitudes of middle aged man is a fact that can be
reflected in the different consuming behavior. Different choices, predetermining variables and
attributes might be selected when purchasing a new vehicle. Does middle aged man really feel
guilty when purchasing a new vehicle for himself?
GUILTY FREE CONSUMPTION OF THE MIDDLE AGED MAN
6
Purpose/Aim: If the feeling of guilt is present in this specific purchases and how can
middle aged man be absolved of this guilt. The aim of this thesis is to analyze the GFC of the
middle aged man segment when purchasing a new vehicle. This paper by finding the existence
of variables which makes a middle aged man feel guilty when purchasing a new car, can give
automotive companies a new marketing strategy insight by using GF elements.
2. Problem Statement & Research Question
The concept of GFC applied in auto industry concerning middle aged man consumption
is a gap in the literature. This leads to the research of the possible elements influencing the
midlife crisis consumption and its correlation with guilt in automotive industry. There for, the
research question is stated as:
How guilty free elements exist in a vehicle consumption of middle aged man?
The GFC as a new concept is very difficult to be analyzed and hardly can reach consumer’s
psychological deeper feelings and conscious or unconscious insights through interviews. There
for firstly the guilty elements present in the car purchases will tried to be found through
qualitative depth interviews. Consequently those guilty elements will be suggested for a possible
use in a marketing strategies as a relievers of guilt in the car purchases. In this way the GFC will
be emphasized and will respond the research question.
Due to the complexity and uncertainty of possible existing or non-existing elements object of this
paper, the research question is the main purpose to be answered in this work.
GUILTY FREE CONSUMPTION OF THE MIDDLE AGED MAN
7
3. Review of the Literature
Table 1: Guilty Free Consumption
This is the starting point of the literature review. The concept of the Guilty Free
Consumption (GFC) is a gap in the literature research till now. Through these references the
definition of the GFC will be developed and will try to come closer to the real consumer behavior
present in the purchases and guilt feelings.
Guilt is a feeling with more weight than expected when purchasing. It also affects not just
oneself but is related to the others (family, friends).
TOPIC
TITLE
Guilt
definition
Compliance
without
Pressure: the
effects of guilt
Guilt and
consumer
behavior
Guilt in
marketing
research: an
elicitation–
consumption
perspective
and
research
agenda
Measuring
emotions in the
consumption
experience
(Antonetti &
Baines,
2014)
The nature of
self-reported
guilt
Guilt in
purchasing
feelings
Relationship
of guilt with
the others
REFERENC
E
(Freedman
et al.,
1967)
JOURNAL
CONTENT
KEY
FINDINGS
Guilt
definition and
connection
with
consumer
behaviour.
Journal of
Personality
and
Social
Psychology,
Vol. 7 No. 2,
pp. 117-24
International
Journal of
Managemen
t Reviews
Increased
guilt leads to
increased
compliance.
Analysis of
guilt in a
consumption
process.
Circumstance
s of feeling of
guilt and
managerial
implication for
marketing.
(Richins,
1997)
Journal of
Consumer
Research,
Vol. 24, No.
2
(September
1997), pp.
127-146
Experiment
done for
measurement
of emotions in
purchasing
processes.
(Dahl,
Honea,
Manchada,
2003)
Marketing
Letters 14:3,
159–171,
(2003)
Guilt is an
emotion
present in the
consumption
As a result
guilt was
found as one
of the present
emotions
when
purchasing,
even if on the
beginning
was not given
much
attention.
How guilt can
affect not just
oneself but
others (family,
GUILTY FREE CONSUMPTION OF THE MIDDLE AGED MAN
in consumption
contexts
8
and therefore
has
consequence
s.
Social and
environmental
concerns in
the
consumption
choices is
growing.
environment,
friends).
Desires,
wishes,
fantasy, etc.
are important
part of
consumer
behaviour
and its
purchases.
Through the
ZMET
analysis
customers
confirmed
that they will
not willing to
buy a luxury
hybrid car for
their personal
enjoyment.
Guilt can be
experienced
as negative or
positive
emotion.
How do
socially
responsible
consumers
consider
consumption?
An approach
with the free
associations
method
Metaphors of
consumer
desire
(Gonzalez
et al.,
2009)
Recherche
et
Applications
en
Marketing,
vol. 24, n°
3/2009
(Belk,
1996)
Advances in
Consumer
Research
Volume 23,
+1996
Desires are
different than
the needs.
Today’s
consumers
are full of
desires more
than needs.
Luxury
consumptio
n and
sustainabilit
y application
The value of
sustainable
luxury in
mature
markets
(Approach
&
Shammas,
2013)
Journal of
Corporate
Citizenship
Values of
sustainable
goods often
focus on
society’s
welfare rather
than on
individual,
ego-centred
motives.
Experience
of guilt
When guilt
begets
pleasure: the
positive
effect of a
negative
emotion
(Goldsmith
et al.,
2012)
Journal of
Marketing
Research
Vol. XLIX
(December
2012), 872–
881 (AMA)
Guilt and its
affection
with others
Conceptualizin
g guilt in the
consumer
decision‐
making
process
(Burnett &
Lunsford,
1994)
Journal of
Consumer
Marketing,
Vol. 11 Iss 3
pp. 33 - 43
Guilt as a
negative
emotion
enhances the
pleasure
experience
from hedonic
Consumption.
Guilt is an
emotion
experienced
in the
consumer
behaviour
which can be
used by
Social
Responsible
Consumptio
n
Desires and
pleasure
Dimension of
the Social
Responsible
Consumption.
Consumers
decisions of
the purchases
on the others
can have
influence and
make the first
GUILTY FREE CONSUMPTION OF THE MIDDLE AGED MAN
Guilt is
interpersona
l
Three Rs of
interpersonal
consumer guilt:
relationship,
reciprocity,
reparation
(Dahl,
Honea, &
Manchanda
, 2005)
Journal of
Consumer
Psychology,
15(4), 307-3
15
Regret and
decision
making
A theory of
regret
regulation
(Pieters &
Zeelenberg
, 2007)
Journal of
Consumer
Psychology,
17(1), 29-35
Definition
GFC
Guilt-free
consumption
(Hirebet,
2013)
Korea
Times,
November
24, 2013
Sunday
Consumer
future
desires
Consumer
2020: reading
the sings
(Deloitte,
2011)
Deloitte
9
marketers.
Guilt can lead
to a significant
changes in
consumer
behaviour.
Experience of
guilt during
purchase
action and the
relation with a
salesperson.
Regret is the
feeling based
on decision
making in
order to
optimize the
outcomes and
minimize the
long term bad
outcomes of
present
decisions.
Consumers
with the
amount of
information
and today’s
life feel more
and guiltier
while
consuming.
Predicting
consumer
behaviours.
one feel
guilty.
Guilt is has
interpersonal
relations and
is connected
with other
interpersonal
dimensions.
Prevention
failures and
regret in
person’s
minds.
Applicable to
the consumer
behaviour.
Why GFC is
important now
a days
equally from
the consumer
point of view
as for the
companies.
Consumer’s
future
concerns.
Table 2: Theory of Cognitive Dissonance
The applied theory in this master thesis study will be the cognitive dissonance theory.
This theory is based in the mechanisms of higher psychological levels in our brains where the
state of inconsistence of made decisions plays main role. This inconsistence is named
dissonance. Dissonance is a psychological feeling that stress us to eliminate it and is present in
a consumer behavior (Festinger, 1957). This theory is very linked to the GFC and therefore will
GUILTY FREE CONSUMPTION OF THE MIDDLE AGED MAN
10
be used to connect the psychological feelings of guilt with dissonance and obtain as a result the
elements and factors which might be influential in the car purchases of the middle aged man.
TOPIC
TITLE
REFERENCE
JOURNAL
CONTENT
TCD
A theory of
cognitive
dissonance
(Festinger,
1957)
Stanford
University
Press, 1962
TCD in
consumer
behavior
An
experiment
on consumer
dissonance
(Holloway,
1967)
Journal of
Marketing,
Vol. 31, No.
1 (Jan.,
1967), pp.
39-43
Development
of the
cognitive
dissonance
theory trough
experiments.
Experiment on
consumer
dissonance.
TCD and
consumer
behavior
Can
Cognitive
Dissonance
Theory
Explain
Consumer
Behavior?
Attitude
change and
cognitive
dissonance
(Oshikawa,
1969)
Journal of
Marketing,
Vol. 33, No.
4, Part 1
(Oct., 1969),
pp. 44-49
TCD applied
in the
marketing
research and
decision
processes.
(Auster, 1965)
Journal of
Marketing
Research,
Vol. 2, No. 4
(Nov.,
1965), pp.
401-405
TCD
Further
pursuit of the
dissonant
consumer: a
comment
(Engel, 1965)
TCD and
decision
making
The pursuit
of the
dissonant
consumer
(Straits, 1964)
TCD in
marketing
and
The theory of
cognitive
dissonance:
(Telci, Maden,
& Kantur,
2011)
Journal of
Marketing,
Vol. 29, No.
2 (Apr.,
1965), pp.
33-34
Journal of
Marketing,
Vol. 28, No.
3 (Jul.,
1964), pp.
62-66
Procedia
Social and
Behavioral
Sciences 24
Experiment of
ideological
and
technological
propaganda
and its
analysis
trough TCD.
Discussing
over TCD and
its
commitments
for marketing
implications.
Analysis of the
TCD and its
applications
on marketing
strategies.
TCD and
attitudes
KEY
FINDINGS
Definition of
the TCD.
Implication
of
dissonance
in
purchasing
process and
decisions.
How TCD
can be
applied in a
marketing.
Further
insights into
TCD.
Further
insights into
TCD.
Further
findings in
TCD.
Observation of Implications
human
for
relations and
marketing
and
GUILTY FREE CONSUMPTION OF THE MIDDLE AGED MAN
managemen
t
a marketing
and
management
perspective
(2011) 378–
386
11
the relation
with TCD.
managemen
t of TCD.
Table 3: Middle Aged Man
In this section we are going more into depth of the selected segment, the middle aged
man. Concretely in this literature we see the different phases the middle aged man passes
through, its psychological insights and reasons for the actual changes in its behavior. These
stages are named also as middle life crisis which have influence on the family life but as well on
the professional careers. The deeper reasons of these changes in the attitude will be provided
and this will lead us to the concreate findings of the possible elements present in the car
purchases and its feelings of guilt.
TOPIC
TITLE
REFERENCE
JOURNAL
CONTENT
Consumers’
reasoning in
decision
making
Decision
difficulty in
the age of
consumer
empowerm
ent
(Broniarczyk &
Griffin, 2014)
Journal of
Consumer
Psychology
24, 4 (2014)
608–625
Reasons
behind the
man’s
midlife
crisis
Marital
decision
making
When a
manager
reaches
middle age
(Hill, 2001)
Dimensions
of marital
roles in
consumer
decision
making:
revisited
Childhood
residential
stability and
health at
midlife
(Shuptrine &
Samuelson,
1976)
International
Managemen
t, McGraw
Hill
Publications
Journal of
Marketing
Research
Vol. XIU
(February
1976), 87-91
Consumers
decision
making
process
nowadays
and its
complexity.
Middle aged
managers’
crisis and its
implications.
Childhood
affects
midlife
(Bures, 2003)
American
Journal of
Public
Health July
2003, Vol.
93, No. 7
The spouse’s
dominance
and the final
decision
maker.
Family,
social and
neighbourho
od
environment
in childhood
has an
KEY
FINDINGS
Complexity
and its factors
and possible
type of
consumers.
Reasons of
the
managers/ma
n’s middle age
crisis.
Decision
influence of
final purchase
in spouse’s
behaviour (car
and furniture).
Midlife health
is influenced
by childhood
stability.
GUILTY FREE CONSUMPTION OF THE MIDDLE AGED MAN
Midlife
transaction
Stages of
the middle
age and
different
variables
influencing
Transformat
ions of life
structure
and
personal
paradigm
during the
midlife
transition
From crisis
to growth at
midlife:
changes in
personal
paradigm
(Wolfe, 1990)
Human
Relations
1990 Vol.
43, 19 957973
(Connor &
Wolfe, 1991)
Journal of
Organization
al
Behaviour,
Vol. 12, No.
4 (Jul.,
1991), pp.
323-340
12
impact in the
person’s
future life.
Midlife
transaction of
man and
women. Its
social,
emotional
and cognitive
factors.
Transaction
processes
and
paradigms in
the middle
life.
Life structure
and its
changes
during the
midlife.
Personal life
issue in the
middle age.
Table 4: Auto Industry
This section of literature review will be used in the theoretical framework as well as for
the later findings of qualitative interviews. Here we are trying to overview and extract relative
facts of the auto industry for TCD, GFC and middle aged man, to be able to create and obtain
elements for the response of the research question. Combination of social, ethical,
psychological characteristics supporting the findings of variables and elements for the purpose
of the thesis. This is not a separate section in the study. It is a support and focus for the
framework directing it to the auto industry.
TOPIC
TITLE
REFERENCE
JOURNAL
CONTENT
TCD and car
industry
Are
automobile
purchasers
dissonant
consumers?
(Engel, 1963)
Experiment
of TCD on
the new car
owners.
Persuasion
in car sales
Selfconfidence
and
persuasion
(Bell, 1967a)
Journal of
Marketing,
Vol. 27, No.
2 (Apr.,
1963), pp.
55-58
Journal of
Marketing
Research,
Vol. 4, No.
Car sellers
and its
influence on
clients with
KEY
FINDINGS
How
advertising in
auto industry
can increase
or lower the
dissonance.
Selfconfidence
and
persuasion
GUILTY FREE CONSUMPTION OF THE MIDDLE AGED MAN
in car
buying
1 (Feb.,
1967), pp.
46-52
Journal of
Marketing,
Vol. 31, No.
3 (Jul.,
1967), pp.
12-16
Asian
Marketing
Journal
Vol.VI - No.
1
lower and
higher selfesteem.
Post
purchase
satisfaction in
the car
industry.
Understandin
g of how
decisions to
purchase
cars are
made and
how a
person's
preferences
evolve in the
long run.
Demand of
customized
cabins to
make a
vehicle feel
uniquely.
Echo
Boomers
generation
are
demanding
unique rides.
How brand
identification
influences
word-ofmouth and
Post car
purchase
phase
The
automobile
buyer after
the
purchase
(Bell, 1967b)
What car
luxury
means
Does luxury
brand
perception
matter In
purchase
intention?
a
comparison
between a
Japanese
brand and a
German
brand
Experiential
analysis of
automotive
consumptio
n
(Sari &
Kusuma,
2014)
(Earl, 2012)
Journal of
Business
Research
65 (2012)
1067-1072
Lifestyle is
related to
the auto
customer
Auto
makers
strive to
personalize
Interiors
(Pope, 2007)
Ward’s Auto
World
Group
identificatio
n as
possible
variable
Investigatin
g
antecedents
and
(Kuenzel &
Halliday, 2008)
Journal of
Product &
Brand
Manageme
nt 17/5
Auto
consumer
behavior
13
Indonesian
consumers’
perception of
two different
luxury
brands,
BMW and
Lexus.
on consumer.
Implications
for TCD.
Continuation
of the
previous
article
focusing on
car industry.
Price might
be the
variable to
take into
consideration.
Finding of
different
variables like
changes in
income levels
and personal
circumstance
s (partner,
children and
associated
logistics).
Emotional
connection
with
consumer’s
lifestyle.
Social identity
and
understandin
g of
consumer
GUILTY FREE CONSUMPTION OF THE MIDDLE AGED MAN
consequenc
es of
brand
identificatio
n
(2008) 293–
304
brand
repurchase.
Demographic
differences in
the
importance
that usedvehicle
consumers
attach
to certain
marketing
and
promotional
variables.
The seller's
general
reputation is
important
variable.
Competition
intensity is
rising
because of
the
increasing
variety of car
concepts in
the premium
segment with
higher
revenue
opportunities.
Connected
technology
and
consumer’s
experience.
Demographi
c
differences
in second
hand car
purchase
Perceptions
of
advertising
in the
market
for used
vehicles
(Urban, Hoffer,
& Pratt, 2001)
Journal of
Advertising
Research
Definition
high vs.
premium
cars
Realizing
opportunitie
s in the
premium
automotive
market via
contextoriented
new product
positioning
(Löffler,
Porsche, &
Decker, 2012)
Journal of
Marketing
Manageme
nt
Vol. 28,
Nos. 5–6,
May 2012,
716–732
Acceleratio
(Hasegawa,
n of the
Brown, Giff,
connected
Mercadante,
experience: 2014)
vehicle
connectivity
and
evolving
customer
expectation
s
Literature review might be extended.
Auto market
trends
14
Deloitte
behavior.
Variables like
prestige and
satisfaction
might be
considered.
Demographic
differences in
car
purchases.
Selling
strategies
and
marketing mix
for this
specific
sector.
Premium cars
are still most
profitable for
car
companies.
Two
positioning
alternatives –
‘high’ versus
‘premium’
cars.
What are
consumers
today’s
behaviors
and
expectations.
GUILTY FREE CONSUMPTION OF THE MIDDLE AGED MAN
15
4. Methodology
Qualitative research by Laddering method will be conducted in the automotive family
business in Malaga, Spain. This location provides the large number of the segment of analysis
with wade range of ages, nationalities, lifestyles, social statuses. The chosen segment
corresponds to the scale age of 38 till 60 years old men. The reason of choosing this broad
middle age is the fact that the eldest nowadays is longer and that the men in their nearly 60`s
still might be passing through the midlife stage. They are attracted by auto industry sector and
ready to spend money (Rodham et al., 2013). This particular location with preselected segment
are presenting the different European men’s characteristics and values in one concentrated
area.
Data will be collected by video-recording during December 2014 and January 2015. The
analysis method used will be Means End Chain in order to obtain core values and consequently
marketing variables.
5. Overview of Chapters
Abstract
Table of contents
List of figures
List of tables
List of abbreviations
1. Introduction
1.1 Research problem
1.2 Topic importance
1.3 Focus and goal of the report
1.4 Thesis structure
GUILTY FREE CONSUMPTION OF THE MIDDLE AGED MAN
16
2. Research question
2.1 Problem statement
2.2 Research question
3. Literature review and theoretical background
3.1 Research Framework
3.1.1
Definition of GFC
3.1.2
Theory of cognitive dissonance
3.1.3
Connection of GFC with theory of dissonance
3.2 Conceptual model
3.2.1
Linking of elements (found from 3.1.3.) with specific segment
3.2.2
Research propositions
4. Research methodology
4.1 Method: Interviews
4.2 Summary of results
4.3 Quality of assessment (link elements from the conceptual model with results
found from the interviews)
5. Results
5.1 Knowledge from the study
5.2 Buyers
5.3 Sales staff
5.4 Mismatch / discussion
6. Conclusion
6.1 Contribution knowledge
6.2 Implications for companies
6.3 Suggestions for further researchers
6.4 Limitations of the study
GUILTY FREE CONSUMPTION OF THE MIDDLE AGED MAN
7. Bibliography
8. Appendix
Personal affirmation in lieu of oath
The chapter overview might be subject to modifications during the executed work.
6. Work Plan
Dates
Phase
Task
14/10/2014- General
23/10/2014 Research
Exposé discussion and general draft research
24/10/2014- Theoretical
05/11/2014 background
Literature review and creation of theoretic part of the
thesis (thesis’s sections: 1,2,3)
06/12/2014- Methodology Writing a questionnaire and draft of methodology
10/12/2014
section (thesis’s section 4)
01/12/2014- Intermediate
15/12/2014 Presentation
Presentation and intermediate report elaboration
22/12/2014- Data
05/01/2015 collection
Gathering data through qualitative interviews
12/01/2015- Analysis
09/02/2015
Analyze the data obtained
09/02/2015- Evaluation
31/03/2015
Evaluation of the results
01/04/2015- Finalization
02/06/2015
Finalization of the MT and its final presentation
17
GUILTY FREE CONSUMPTION OF THE MIDDLE AGED MAN
18
References
Antonetti, P., & Baines, P. (2014). Guilt in marketing research: an elicitation-consumption
perspective and research agenda. International Journal of Management Reviews, n/a–n/a.
doi:10.1111/ijmr.12043
Approach, A. C., & Shammas, L. (2013). The value of sustainable luxury in mature markets.
Journal of Corporate Citizenship, (December), 90–102.
Auster, D. (1965). Attitude change and cognitive dissonance. Journal of Marketing Research,
2(4), 401–405.
Belk, R. W. (1996). Metaphors of consumer desire. Advances in Consumer Research, 23, 368–
374.
Bell, G. D. (1967a). Self-confidence and persuasion in car buying. Journal of Marketing
Research, 4(1), 46–52.
Bell, G. D. (1967b). The automobile buyer after the purchase. Journal of Marketing, 31(3), 12–
16.
Broniarczyk, S. M., & Griffin, J. G. (2014). Decision difficulty in the age of consumer
empowerment. Journal of Consumer Psychology, 24(4), 608–625.
doi:10.1016/j.jcps.2014.05.003
Bures, R. M. (2003). Childhood residential stability and health at midlife. American Journal of
Public Health, 93(7), 1144–1148. doi:10.2105/AJPH.93.7.1144
Burnett, M. S., & Lunsford, D. A. (1994). Conceptualizing guilt in the consumer decision-making
process. Journal of Consumer Marketing, 11(3), 33–43.
Connor, D. O., & Wolfe, D. M. (1991). From crisis to growth at midlife : changes in personal
paradigm, 12(4), 323–340.
Dahl, D. W., Honea, H., & Manchanda, R. V. (2005). Three Rs of interpersonal consumer guilt:
relationship, reciprocity, reparation. Journal of Consumer Psychology, 15(4), 307–315.
doi:10.1207/s15327663jcp1504_5
GUILTY FREE CONSUMPTION OF THE MIDDLE AGED MAN
19
Dahl, Honea, Manchada, (2003). The nature of self-reported guilt in consumption contexts.
Marketing Letters, 14:3, 159–171
Earl, P. E. (2012). Experiential analysis of automotive consumption. Journal of Business
Research, 65(7), 1067–1072. doi:10.1016/j.jbusres.2011.02.013
Engel, J. F. (1963). Are automobile purchasers dissonant consumers? Journal of Marketing,
27(2), 55–58.
Engel, J. F. (1965). Further pursuit of the dissonant consumer : a comment. Journal of
Marketing, 29(2), 33–34.
Festinger,L. (1957). A theory of cognitive dissonance. Stanford University Press, Stanford.
Freedman, J.L. Wallington, S.A. and Bless, E. (1967), Compliance without pressure: theeffects
of guilt. Journal of Personality and Social Psychology, Vol. 7 No. 2, pp. 117-24.
Goldsmith, K., Cho, E. K., & Dhar, R. (2012). When guilt begets pleasure: the positive effect of a
negative emotion. Journal of Marketing Research, 49(6), 872–881.
doi:10.1509/jmr.09.0421
Gonzalez, C., Korchia, M., Menuet, L., & Urbain, C. (2009). How do socially responsible
consumers consider consumption? An approach with the free associations method.
Recherche et Applications En Marketing, 24(3).
Hill, R. (1973). When a manager reaches middle age. Management Review, 57–60.
Hirebet, T. (2013). Guilt free consumption. Korea Times.
Holloway, R. J. (1967). An experiment on consumer dissonance. American Marketing
Association, 31(1), 39–43.
Kuenzel, S., & Halliday, S. V. (2008). Investigating antecedents and consequences of brand
identification. Journal of Product & Brand Management, 17(5), 293–304.
doi:10.1108/10610420810896059
GUILTY FREE CONSUMPTION OF THE MIDDLE AGED MAN
20
Löffler, M., Porsche, F., & Decker, R. (2012). Realising opportunities in the premium automotive
market via context-oriented new product positioning. Journal of Marketing Management,
28(May), 716–732.
McManus, W., Senter, R., Curtin, R., & Garver, M. S. (2009). The demographic threat to
Detroit’s automakers. Journal of Targeting, Measurement and Analysis for Marketing,
17(2), 81–92. doi:10.1057/jt.2009.8
Morgan, P. I., Patton, J. O. H. N., & Kent, H. (1985). The organization’s role in managing midlife
crisis. Training and Development Journal, (January).
Oshikawa, S. (1969). Can cognitive dissonance theory explain consumer behavior? Journal of
Marketing, 33(4), 44–49.
Pieters, R., & Zeelenberg, M. (2007). A theory of regret regulation 1.1. Journal of Consumer
Psychology, 17(1), 29–35. doi:10.1207/s15327663jcp1701_6
Pope, B. (2007). Auto makers strive to persenalize interiers. Ward’s Auto World, 34.
Richins, M. L. (1997). Measuring emotions in the consumption experience. Journal of Consumer
Research, 24(2), 127–146.
Rodham, D., Mustangs-a, F., Beach, V., Sivak, M., Ii, W. W., Piache, L., … Vehicles, M. (2013).
The boomer car, 2011–2013.
Sari, D., & Kusuma, B. (2014). Does luxury brand perception matter in purchase intention? A
comparison between a Japanese brand and a German brand. Asean Marketing Journal,
6(1), 50–63.
Shuptrine, F. K., & Samuelson, G. (1976). Dimensions of marital roles in consumer decision
making: revisited. Journal of Marketing Research, 13(February), 87–91.
Straits, B. C. (1964). The pursuit of the dissonant consumer. Journal of Marketing, 28(3), 62–66.
Sudhir, K. (2001). Competitive pricing behavior in the auto market: a structural analysis.
Marketing Science, 20(1), 42–60. doi:10.1287/mksc.20.1.42.10196
GUILTY FREE CONSUMPTION OF THE MIDDLE AGED MAN
21
Telci, E. E., Maden, C., & Kantur, D. (2011). The theory of cognitive dissonance: a marketing
and management perspective. Procedia - Social and Behavioral Sciences, 24, 378–386.
doi:10.1016/j.sbspro.2011.09.120
Urban, David J., Hoffer, George E., Pratt, M. D. (2001). Perceptions of advertising in the market
for used vehicles. Journal of Advertising Research, 66–77.
Wolfe, D. (1990). Transformations of life structure and personal paradigm during the midlife
transition. Human Relations, 43(10), 957–973. doi:10.1177/001872679004301002