How Embarrassment Affects Consumer Evaluation of Conspicuous Products

Xiaobing Song, Dalian University of Technology, China
Feifei Huang, Chinese University of Hong Kong, Hong Kong, China
Xiuping Li, National University of Singapore, Singapore
The current research examines how embarrassment influences conspicuous consumption. It is predicted that consumers who are feeling embarrassed would evaluate a branded product with the salient brand logo less favorably. The results further show that the effect would be more robust among consumers who have lower self-esteem.
[ to cite ]:
Xiaobing Song, Feifei Huang, and Xiuping Li (2013) ,"How Embarrassment Affects Consumer Evaluation of Conspicuous Products", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research.