The Stigmatized Consumer: Potentially Liberating Effects of Social Presence in Embarrassing Purchase Environments

Jessica Stowe, Duke University, USA
Jennifer Argo, University of Alberta, Canada
Tanya Chartrand, Duke University, USA
Gavan Fitzsimons, Duke University, USA
Research has found that a social presence in an embarrassing purchase environment can amplify embarrassment and affect downstream consumption behavior. The current research finds social classification to be an important moderator; consumers are willing to pay more (less) when an outgroup (ingroup) member is present in an embarrassing purchase environment.
[ to cite ]:
Jessica Stowe, Jennifer Argo, Tanya Chartrand, and Gavan Fitzsimons (2011) ,"The Stigmatized Consumer: Potentially Liberating Effects of Social Presence in Embarrassing Purchase Environments", in NA - Advances in Consumer Research Volume 38, eds. Darren W. Dahl, Gita V. Johar, and Stijn M.J. van Osselaer, Duluth, MN : Association for Consumer Research.