Unsustainable Luxury and Negative Word-Of-Mouth: the Role of Shame and Consumers’ Cultural Orientation

This research shows that messages describing unsustainable versus sustainable luxury products elicit anticipated shame, which, in turn, leads to negative word-of-mouth about that product’s manufacturer. Our results demonstrate that shame induced by messages featuring unsustainable luxury manufacturing practices increases (decreases) negative word-of-mouth for consumers with a collectivistic (individualistic) cultural orientation.


Cesare Amatulli, Matteo De Angelis, Giovanni Pino, and Gianluigi Guido (2017) ,"Unsustainable Luxury and Negative Word-Of-Mouth: the Role of Shame and Consumers’ Cultural Orientation", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 498-499.


Cesare Amatulli, University of Bari, Italy
Matteo De Angelis, LUISS Guido Carli University, Italy
Giovanni Pino, University of Salento, Italy
Gianluigi Guido, University of Salento, Italy


NA - Advances in Consumer Research Volume 45 | 2017

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