Balancing the Basket: the Role of Shopping Basket Composition on Embarrassment

Sean Blair, Northwestern University, USA
Neal Roese, Northwestern University, USA
When consumers purchase embarrassing products, they often make additional purchases to mitigate the threat. We demonstrate that additional purchases do not necessarily mitigate embarrassment and may, paradoxically, exacerbate it instead. We show that additional purchases attenuate (vs. exacerbate) embarrassment to the extent that they counterbalance (vs. complement) the undesired persona.
[ to cite ]:
Sean Blair and Neal Roese (2012) ,"Balancing the Basket: the Role of Shopping Basket Composition on Embarrassment ", in NA - Advances in Consumer Research Volume 40, eds. Zeynep Gürhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 1079-1080.