The Stigmatized Consumer: Potentially Liberating Effects of Social Presence in Embarrassing Purchase Environments

Research has found that a social presence in an embarrassing purchase environment can amplify embarrassment and affect downstream consumption behavior. The current research finds social classification to be an important moderator; consumers are willing to pay more (less) when an outgroup (ingroup) member is present in an embarrassing purchase environment.



Citation:

Jessica Stowe, Jennifer Argo, Tanya Chartrand, and Gavan Fitzsimons (2011) ,"The Stigmatized Consumer: Potentially Liberating Effects of Social Presence in Embarrassing Purchase Environments", in NA - Advances in Consumer Research Volume 38, eds. Darren W. Dahl, Gita V. Johar, and Stijn M.J. van Osselaer, Duluth, MN : Association for Consumer Research.

Authors

Jessica Stowe, Duke University, USA
Jennifer Argo, University of Alberta, Canada
Tanya Chartrand, Duke University, USA
Gavan Fitzsimons, Duke University, USA



Volume

NA - Advances in Consumer Research Volume 38 | 2011



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