Luxury Fashion Consumption: The Interplay of Guilt and Pleasure
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We draw on the Affect Balance Theory to (a) explore whether two distinct modes of luxury consumption (i.e., conspicuous consumption and style consumption) are related to pleasure (i.e., positive affect) and guilt (i.e., negative affect); and (b) determine whether pleasure and guilt interplay to make interactive impacts, as well as independent impacts, on consumers’ repurchase intention.