Environmentally Friendly Consumer Choices: Cultural Differences in the Self-Regulatory Function of Anticipated Pride and Guilt

摘要

Previous studies show that the self-regulatory function of guilt is present in both individualistic (i.e. Canada; Hynie et al., 2006) and collectivistic (i.e. Taiwan; Su et al., 2011) countries. However, the function of these emotions is not yet explored in a broad range of countries, or compared directly across cultures. It is therefore not clear yet whether there are cultural differences in the function of these emotions, and how these can be explained.