No One Wants to Look Cheap: an Examination of Embarrassment and Impression Management Concerns As Reasons For Not Using Coupons
ABSTRACT - Consumers sometimes make decisions that, from a purely economic perspective, can be considered irrational. However, when we consider the affective influences that permeate much of our decision making, then these decisions must be understood in a different light. The purpose of this paper is to show that under certain conditions impression management motives and embarrassment cause consumers to make decisions that result in financially non-optimal outcomes.
Citation:
Laurence T.A. Ashworth and Peter R. Darke (2002) ,"No One Wants to Look Cheap: an Examination of Embarrassment and Impression Management Concerns As Reasons For Not Using Coupons", in NA - Advances in Consumer Research Volume 29, eds. Susan M. Broniarczyk and Kent Nakamoto, Valdosta, GA : Association for Consumer Research, Pages: 227.
Consumers sometimes make decisions that, from a purely economic perspective, can be considered irrational. However, when we consider the affective influences that permeate much of our decision making, then these decisions must be understood in a different light. The purpose of this paper is to show that under certain conditions impression management motives and embarrassment cause consumers to make decisions that result in financially non-optimal outcomes. ----------------------------------------
Authors
Laurence T.A. Ashworth, University of British Columbia
Peter R. Darke, University of British Columbia
Volume
NA - Advances in Consumer Research Volume 29 | 2002
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