17L the Shame of Sharing: Financial Constraints and Liquid Consumption

If the “sharing economy” can help consumers both save money and enjoy variety, why might some consumers feel uncomfortable doing so? We find accessing goods via sharing systems can create shame, particularly among financially-constrained consumers. For these individuals, accessing goods as a means of obtaining variety is seen as socially-inappropriate.


Yang Guo, Cait Lamberton, and Nicole Marie Coleman (2019) ,"17L the Shame of Sharing: Financial Constraints and Liquid Consumption", in NA - Advances in Consumer Research Volume 47, eds. Rajesh Bagchi, Lauren Block, and Leonard Lee, Duluth, MN : Association for Consumer Research, Pages: 972-972.


Yang Guo, University of Pittsburgh, USA
Cait Lamberton, University of Pennsylvania, USA
Nicole Marie Coleman, University of Pittsburgh, USA


NA - Advances in Consumer Research Volume 47 | 2019

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