Dehumanization: Coping With Embarrassment in Consumer Purchases
Five studies investigate dehumanization as a coping strategy in embarrassing consumer contexts. Our research shows that consumers will engage in mechanistic dehumanization, reducing the mental state inference of salespeople and service providers, as a way of coping with the feelings experienced when buying embarrassing products or having embarrassing medical procedures.
Citation:
Yixia Sun, Xuehua Wang, Joey Hoegg, and Darren Dahl (2018) ,"Dehumanization: Coping With Embarrassment in Consumer Purchases", in NA - Advances in Consumer Research Volume 46, eds. Andrew Gershoff, Robert Kozinets, and Tiffany White, Duluth, MN : Association for Consumer Research, Pages: 810-810.
Authors
Yixia Sun, Zhejiang University
Xuehua Wang, East China Normal University
Joey Hoegg, University of British Columbia, Canada
Darren Dahl, University of British Columbia, Canada
Volume
NA - Advances in Consumer Research Volume 46 | 2018
Share Proceeding
Featured papers
See MoreFeatured
J7. Alienation from Ourselves, Alienation from Our Products: A Carry-over Effect of Self-alienation on Self-possession Connection
(Joyce) Jingshi Liu, Hong Kong University of Science and Technology
Amy Dalton, Hong Kong University of Science and Technology
Featured
Portals of Transformation In Consumer Experiences
Linda L Price, University of Oregon, USA
Basil Arnould Price, York University, UK
Featured
Can Making Family Salient Improve Retirement Contributions? Evidence from Field Experiments in Mexico
Avni Shah, University of Toronto, Canada
Matthew Osborne, University of Toronto, Canada
Jaclyn Lefkowitz, IDEAS42
Andrew Fertig, IDEAS42
Dilip Soman, University of Toronto, Canada
Nina Mazar, Boston University, USA