8J Avoiding the Crowds Or Embracing the Wisdom of Crowds: the Contrasting Effect of Public Versus Private Embarrassment on Conformity

This research examines how incidental embarrassment may influence consumer preference for conformity. Specifically, consumers who feel embarrassed in a public setting are less likely to conform to the crowd, while those who feel embarrassed in a private setting expressed a greater tendency to conform to the wisdom of crowds.



Citation:

Gopal Das and Xun (Irene) Huang (2019) ,"8J Avoiding the Crowds Or Embracing the Wisdom of Crowds: the Contrasting Effect of Public Versus Private Embarrassment on Conformity", in NA - Advances in Consumer Research Volume 47, eds. Rajesh Bagchi, Lauren Block, and Leonard Lee, Duluth, MN : Association for Consumer Research, Pages: 965-965.

Authors

Gopal Das, Indian Institute of Management Bangalore, India
Xun (Irene) Huang, Nanyang Technological University, Singapore



Volume

NA - Advances in Consumer Research Volume 47 | 2019



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