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.
[ to cite ]:
Laurence T.A. Ashworth and Peter R. Darke (2002) ,"No One Wants to Look Cheap: an Examination of Embarrassment and Impression Management Concerns As Reasons For Not Using Coupons", in NA - Advances in Consumer Research Volume 29, eds. Susan M. Broniarczyk and Kent Nakamoto, Valdosta, GA : Association for Consumer Research, Pages: 227.

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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