How Embarrassment Affects Consumer Evaluation of Conspicuous Products

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.


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.


Xiaobing Song, Dalian University of Technology, China
Feifei Huang, Chinese University of Hong Kong, Hong Kong, China
Xiuping Li, National University of Singapore, Singapore


NA - Advances in Consumer Research Volume 41 | 2013

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