Although experiencing guilt feelings after social networking service (SNS) usage has become a prevalent phenomenon among SNS users, these SNS guilt feelings - and especially their causes - have received little scholarly attention. This paper therefore focuses on why SNS users may develop SNS guilt feelings and their impact on discontinuance intention. We utilize the lens of normative dissociation to develop a model to identify causes of SNS guilt feelings and apply a quantitative research approach to test the model. We contribute by demonstrating that two identified causes - perceived time spent and perceived procrastination – significantly influence SNS guilt feelings, while perceived meaningfulness does not. Furthermore, SNS guilt feelings influence discontinuance intention and mediate the relationship between several constructs and discontinuance intention. By employing the perspective of normative dissociation, we reinforce the relevance of SNS guilt feelings.