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Yes / The literature of guilt in the context of consumer behavior is notably limited. It is particularly limited with respect to examining gender differences across nations. Existing studies have only evaluated gender differences, in terms of consumer guilt, in the United States. In addition, those studies evaluated gender differences in specific consumption situations such as consumer boycotting and food consumption. Thus, they do not give a comprehensive understanding of gender variations in consumer guilt. Notably, gender differences with regard to consumer guilt were shown to be limited in countries other than the United States. These studies provided contradictory results to established findings in social psychology. In view of this, by using quantitative techniques, numerous consumption settings, and samples from two distinct countries, this study provides a holistic assessment of gender differences in consumer guilt across nations. The findings indicate that gender differences, with respect to consumer guilt, are predominately present in individualistic countries and notably absent in collectivist countries. Hence, marketers should consider gender as an influential variable when devising guilt related strategies in individualistic countries. In contrast, marketers may reconsider allocating resources, with respect to gender related marketing strategies, in collectivist countries.

As memórias The Speckled People e The Sailor in the Wardrobe, lançadas em 2003 e 2006 respectivamente, narram de forma ficcional a infância, adolescência e início da vida adulta do escritor irlandês Hugo Hamilton. A narrativa relata a complicada formação identitária do autor-personagem no período de grandes transformações depois da Segunda Guerra Mundial e em meio as suas ascendências alemã e irlandesa. O ponto de partida desta pesquisa é a afirmação de que a identidade herdada de seus pais é como um pecado original e que ele deve crescer para encontrar a sua inocência. Essa afirmação inicia um projeto de transformação identitária. O objetivo da presente dissertação de mestrado é analisar e problematizar o percurso de transformação identitária vivido pelo personagem. Entendemos que há um sentimento de culpa, individual e histórica, em sua relação as suas identidades herdadas. Dessa forma, buscamos averiguar como esse sentimento o interpela em sua busca pela inocência e por um novo tipo de identidade. Além disso, nos propomos também a estabelecer um diálogo com várias perspectivas teóricas acerca do conceito de identidade para compreender os possíveis desdobramentos desse percurso e constatar se o personagem consegue encontrar a inocência que deseja através da reformulação de sua identidade hereditária. / The memoirs, The Speckled People and The Sailor in the Wardrobe, written by the Irish writer Hugo Hamilton and published in 2003 and 2006, narrate the authors complex process of identity formation, considering his German, Irish and English ancestry in a period of great transformations after the World Wars. According to the author, his identity was inherited at birth and he carried the Irish and German traditions, like an original sin. He says he wants to grow up and gain his innocence. This marks the beginning of his project to transform his identity. The objective of this M.A. dissertation is to analyse the process of his identity transformation. As we see it, there is an individual and historical feeling of guilt attached to his inherited identity. Therefore, we seek to understand how this feeling interferes in his pursuit of innocence and of a new kind of identity. In order to do so, this work aims to establish a dialogue with various theoretical perspectives in relation to the concepts of identity to understand the possible effects of this process of his self-assertion and whether he can eventually gain his innocence

As memórias The Speckled People e The Sailor in the Wardrobe, lançadas em 2003 e 2006 respectivamente, narram de forma ficcional a infância, adolescência e início da vida adulta do escritor irlandês Hugo Hamilton. A narrativa relata a complicada formação identitária do autor-personagem no período de grandes transformações depois da Segunda Guerra Mundial e em meio as suas ascendências alemã e irlandesa. O ponto de partida desta pesquisa é a afirmação de que a identidade herdada de seus pais é como um pecado original e que ele deve crescer para encontrar a sua inocência. Essa afirmação inicia um projeto de transformação identitária. O objetivo da presente dissertação de mestrado é analisar e problematizar o percurso de transformação identitária vivido pelo personagem. Entendemos que há um sentimento de culpa, individual e histórica, em sua relação as suas identidades herdadas. Dessa forma, buscamos averiguar como esse sentimento o interpela em sua busca pela inocência e por um novo tipo de identidade. Além disso, nos propomos também a estabelecer um diálogo com várias perspectivas teóricas acerca do conceito de identidade para compreender os possíveis desdobramentos desse percurso e constatar se o personagem consegue encontrar a inocência que deseja através da reformulação de sua identidade hereditária. / The memoirs, The Speckled People and The Sailor in the Wardrobe, written by the Irish writer Hugo Hamilton and published in 2003 and 2006, narrate the authors complex process of identity formation, considering his German, Irish and English ancestry in a period of great transformations after the World Wars. According to the author, his identity was inherited at birth and he carried the Irish and German traditions, like an original sin. He says he wants to grow up and gain his innocence. This marks the beginning of his project to transform his identity. The objective of this M.A. dissertation is to analyse the process of his identity transformation. As we see it, there is an individual and historical feeling of guilt attached to his inherited identity. Therefore, we seek to understand how this feeling interferes in his pursuit of innocence and of a new kind of identity. In order to do so, this work aims to establish a dialogue with various theoretical perspectives in relation to the concepts of identity to understand the possible effects of this process of his self-assertion and whether he can eventually gain his innocence

La culpabilité en marketing est un concept analysé essentiellement dans des recherches anglo-saxonnes. Les recherches françaises sur ce thème s’avèrent rares. Ce concept a de plus toujours été abordée en tant qu’outil de persuasion publicitaire ou à l’issue du comportement d’achat. La culpabilité qui pourrait expliquer un acte d’achat semble avoir été peu analysée. Cette thèse s’est intéressée au rôle que la culpabilité pourrait jouer dans le comportement du consommateur. Nous nous sommes notamment demandés si une stimulation de la culpabilité pouvait augmenter le consentement à payer. / Guilt in marketing is a concept which is mostly analysed by anglo-saxon researchers. French research on this topic is limited. This concept has always been analysed as a persuasion tool or after a purchase. The guilt that could explain a consumer’s purchase doesn’t seem to have been analysed much. The purpose of this thesis deals with the following topic : the role of guilt in the consumer behaviour. We have particulary wondered whether guilt stimulation could increase the willingness to pay.