The Effect of Embarrassment on Preferences For Brand Conspicuousness: the Roles of Self-Esteem and Self-Brand Connection

Xiaobing Song, Dalian University of Techonology, China
Feifei Huang, Chinese University of Hong Kong, China
Xiuping Li, National University of Singapore, Singapore
We demonstrate that embarrassed consumers resort to branded products to cope with the threat to self-views. Specifically, low (high) self-esteem individuals are likely to take protecting (repairing) coping strategies, and thus, prefer less (more) conspicuous designs. This interaction between self-esteem and embarrassment is moderated by self-brand connection.
[ to cite ]:
Xiaobing Song, Feifei Huang, and Xiuping Li (2014) ,"The Effect of Embarrassment on Preferences For Brand Conspicuousness: the Roles of Self-Esteem and Self-Brand Connection", in NA - Advances in Consumer Research Volume 42, eds. June Cotte and Stacy Wood, Duluth, MN : Association for Consumer Research, Pages: 692-692.