Restorative Shame Response Through Status Consumption in China

Shame is experienced when the self is attacked. However, the harmed consumer-self can be restored through affirmational function of status consumption. Three studies with Chinese consumers show that shame leads to higher preference for status products, particularly those with high conspicuousness, and for consumers accompanied by psychologically less distant people.



Citation:

Yanyan CHEN and Dirk Moosmayer (2018) ,"Restorative Shame Response Through Status Consumption in China", in E - European Advances in Consumer Research Volume 11, eds. Maggie Geuens, Mario Pandelaere, and Michel Tuan Pham, Iris Vermeir, Duluth, MN : Association for Consumer Research, Pages: 217-218.

Authors

Yanyan CHEN, Nottingham University Business School China, China
Dirk Moosmayer, Nottingham University Business School China, China



Volume

E - European Advances in Consumer Research Volume 11 | 2018



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