Conference proceeding
The Interplay Effect of Embarrassment and Agentic-Communal Orientation on Consumer Behavior
Advances in Consumer Research, Vol.41
01 Jan 2013
Abstract
We investigate how embarrassment impacts consumer product selection and donation behavior. We show that when feeling embarrassed, consumers demonstrate behavior that is consistent with their agentic-communal orientation and at the same time help them create a positive impression of the self in order to "save face".
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Details
- Title
- The Interplay Effect of Embarrassment and Agentic-Communal Orientation on Consumer Behavior
- Creators
- Yanliu HuangChen WangJuliet Zhu
- Publication Details
- Advances in Consumer Research, Vol.41
- Publisher
- Association for Consumer Research
- Resource Type
- Conference proceeding
- Language
- English
- Academic Unit
- Marketing
- Identifiers
- 991020545236904721