A consumer eats a whole pint of Ben and Jerry's Chunky Monkey ice cream and later feels guilty and ashamed of herself. What is this consumer experiencing?
A) emotional contagion
B) emotional labour
C) self-conscious emotions
D) autonomic emotions

Question

Quizplus · Accepted Answer

The consumer is experiencing self-conscious emotions, specifically guilt and shame, due to her behavior (eating a whole pint of ice cream) not aligning with her personal values or social norms. Emotional contagion refers to the tendency for individuals to mimic the emotions of others, emotional labor refers to the effort required to display a certain emotion, and autonomic emotions refer to instinctive reactions to stimuli.

A Consumer Eats a Whole Pint of Ben and Jerry's