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.


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.


Yixia Sun, Zhejiang University
Xuehua Wang, East China Normal University
Joey Hoegg, University of British Columbia, Canada
Darren Dahl, University of British Columbia, Canada


NA - Advances in Consumer Research Volume 46 | 2018

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