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
Brands as Mediators: A Research Agenda
Philipp K. Wegerer, University of Innsbruck, Austria
Cultivating Collaboration and Value Cocreation in Consumption Journeys
Melissa Archpru Akaka, University of Denver
Hope Schau, University of Arizona, USA
Names Are the Mirrors of the Soul: The Role of Possessive Brand Names in Brand Evaluations
Marina Puzakova, Lehigh University
Mansur Khamitov, Nanyang Technological University, Singapore