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The publicly self‐consciousness consumer: Prepared to be embarrassed

62 citations0/0 files storedJournal of Consumer Psychology

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Consumer Perception and Purchasing Behavior Consumer Behavior in Brand Consumption and Identification Emotions and Moral Behavior

Abstract

Abstract This research examined whether high public self‐consciousness (HPUBSC) consumers are more inclined than low public self‐consciousness (LPUBSC) consumers to buy products aimed at preventing embarrassment but which are embarrassing to buy. Study 1 found that PUBSC is positively associated with increased intentions to buy such products. Study 2 showed that an increase in the severity of the social consequences associated with an embarrassing situation increased participants' purchase intentions, regardless of their level of PUBSC. However, whereas an increase in the frequency of an embarrassing situation's occurrence increased the purchase intentions of LPUBSC participants, it decreased the purchase intentions of HPUBSC participants. Study 3 revealed evidence of a reverse spotlight effect for HPUBSC participants.

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References

1996The empirical case for two systems of reasoning.1975Public and private self-consciousness: Assessment and theory.1999Heart and Mind in Conflict: the Interplay of Affect and Cognition in Consumer Decision Making 1956Embarrassment and Social Organization 1997Embarrassment: Its distinct form and appeasement functions.1995Signs of appeasement: Evidence for the distinct displays of embarrassment, amusement, and shame.2001Putting Adjustment Back in the Anchoring and Adjustment Heuristic: Differential Processing of Self-Generated and Experimenter-Provided Anchors 2000The spotlight effect in social judgment: An egocentric bias in estimates of the salience of one's own actions and appearance.

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2018A Review of Consumer Embarrassment as a Public and Private Emotion 2018Apple Pay: Coolness and embarrassment in the service encounter 2009Express Your Social Self: Cultural Differences in Choice of Brand-Name Versus Generic Products 2018Appreciating Anonymity: An Exploration of Embarrassing Products and the Power of Blending In 2021

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