To Show Off Or to Shy Away: the Effect of Self-Conscious Emotions on Self-Checkout Usage

We explore the effects of self-image-related feelings on grocery shopping, focusing on one negative (embarrassment) and one positive emotion (pride). We found that, when buying embarrassing products, consumers coped with the embarrassment by using self-checkout (vs. human cashiers). An opposite pattern was observed when consumers purchased products that elicited pride.



Citation:

Leonard Lee, Yih Hwai Lee, Xiuping Li, Yan Zhang, and Juin Kuan Chong (2019) ,"To Show Off Or to Shy Away: the Effect of Self-Conscious Emotions on Self-Checkout Usage", in NA - Advances in Consumer Research Volume 47, eds. Rajesh Bagchi, Lauren Block, and Leonard Lee, Duluth, MN : Association for Consumer Research, Pages: 117-122.

Authors

Leonard Lee, National University of Singapore, Singapore
Yih Hwai Lee, National University of Singapore, Singapore
Xiuping Li, National University of Singapore, Singapore
Yan Zhang, National University of Singapore, Singapore
Juin Kuan Chong, National University of Singapore, Singapore



Volume

NA - Advances in Consumer Research Volume 47 | 2019



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