Guilt, a discomforting, yet widespread emotion, has been frequently exploited by advertisers. Despite all of the great deal of research effort, there remains a dearth of research that examines the dimensions of consumer guilt by providing a more complete understanding. The present study represents an attempt to develop a phenomenological account of consumer guilt and broaden the understanding of the dimensions and dynamics of consumer guilt grounded in consumers' lived experiences by using in-depth interviews and projective data. Regarding this, a thorough analysis revealed the existence of five dimensions of consumer guilt, namely, hesitation, sadness, reluctance to spend, regret and self-blame. Consumer guilt is felt due to transgressions, self-control failures and indulgence in hedonistic desires. The findings show that guilt feelings are found to be cyclic, short-lived and superficial and mostly arise as a result of good and bad actions but not always of right versus wrong actions. In the consumption society, guilt is attached to new concerns brought about by cultural drift.