When Guilt Begets Pleasure: The Positive Effect of a Negative Emotion

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Negative emotions in tourism: a meaningful analysis (2019, background): “Goldsmith et al. (2012) explain that this is due to the cognitive association we make between guilt and pleasure in hedonic consumption, which is formed based on external environmental cues or through personal experience of both guilt and pleasure during consumption.”
Cross-Domain Effects of Guilt on Desire for Self-Improvement Products (2015, background): “However, previous research has found that guilt can also be primed or experienced without awareness (Goldsmith et al. 2012; Zemack-Rugar et al. 2007) which raises the question of whether or not desire for self-improvement occurs exclusively as a by-product of conscious guilt (see Fitzsimons et al.”
On the Psychology of Scarcity: When Reminders of Resource Scarcity Promote Selfish (and Generous) Behavior (2015, background): “Put differently, as with other cognitive associations (e.g., the link between guilt and pleasure; Goldsmith, Cho, and Dhar 2012), a cognitive association between resource scarcity and a competitive orientation may become established over time due to repeated co-activation (Bargh and Chartrand 1999;…”