ArticleBehavioral sciences (Basel, Switzerland)2025
Shame Withdraws, Guilt Corrects: Distinguishing Shame and Guilt in Goal Pursuit-An Experimental Study.
Article in Behavioral sciences (Basel, Switzerland), 2025. The graph could read no effect estimate from its abstract, so it casts no vote on the map. Cited by 2 papers.
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2 citing papers in PubMed.
- Parental External Shame and Family Functioning in Households of Children With Autism Spectrum Disorder.Journal of autism and developmental disorders · 2026Article
- The mediating role of psychological factors in the relationship between body image dissatisfaction and eating disorders: a cross-sectional study in adults.Frontiers in nutrition · 2026Article
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Abstract
Research has shown that much of consumer behavior is goal-directed. However, such behavior is accompanied by emotions that guide goal-directed effort. This research aims to explain how two equally valenced emotions, shame and guilt, arising from goal violation, could lead to different allocations of effort toward goal attainment. Building on emotion attribution theory, I report one experiment that demonstrates the underlying mechanisms of shame and guilt and how they differ in their effect on subsequent goal-directed behavior. Results indicated that individuals with high shame proneness and low guilt proneness and who are primed with shame chose to violate their goal, providing evidence that shame is maladaptive and destructive in nature, leading consumers to withdraw from their goals.
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