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

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.



Citation:

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, Stacy Wood, and , Duluth, MN : Association for Consumer Research, Pages: 692-692.

Authors

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



Volume

NA - Advances in Consumer Research Volume 42 | 2014



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