A LITTLE SOMETHING FOR ME AND MAYBE FOR YOU TOO: PROMOTIONS THAT RELIEVE GUILT Sooyeon Nikki Lee-Wingate Rutgers University Kim P. Corfman New York University Priya Raghubir University of Berkeley Working Paper No: RBS-MKT-2004-21 This work cannot be cited without the authors' permission Abstract: Feelings of guilt about spending money can discourage consumers from making certain purchases. The presence and intensity of this effect depend on the nature of the purchase and the intended user. Hedonic products and services intended for use by the purchaser evoke particularly strong feelings of guilt. We hypothesize that carefully designed promotions can alleviate some of the guilt associated with hedonic purchases for oneself. Specifically, we predict that free gifts offered with the purchase of a hedonic product reduce feelings of guilt, especially when they will be used as gifts for others and are also hedonic.