The Interplay Effect of Embarrassment and Agentic-Communal Orientation on Consumer Behavior

Yanliu Huang, Drexel University, USA
Chen Wang, University of British Columbia, Canada
Juliet Zhu, CKGSB, China
We investigate how embarrassment impacts consumer product selection and donation behavior. We show that when feeling embarrassed, consumers demonstrate behavior that is consistent with their agentic-communal orientation and at the same time help them create a positive impression of the self in order to “save face”.
[ to cite ]:
Yanliu Huang, Chen Wang, and Juliet Zhu (2013) ,"The Interplay Effect of Embarrassment and Agentic-Communal Orientation on Consumer Behavior", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research.