Advances in Consumer Research Volume 29, 2002 Page 227
NO ONE WANTS TO LOOK CHEAP: AN EXAMINATION OF EMBARRASSMENT AND IMPRESSION MANAGEMENT CONCERNS AS REASONS FOR NOT USING COUPONS
Laurence T.A. Ashworth, University of British Columbia
Peter R. Darke, University of British Columbia
ABSTRACT -
Consumers sometimes make decisions that, from a purely economic perspective, can be considered irrational. However, when we consider the affective influences that permeate much of our decision making, then these decisions must be understood in a different light. The purpose of this paper is to show that under certain conditions impression management motives and embarrassment cause consumers to make decisions that result in financially non-optimal outcomes.
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