Embarrassment in consumer purchase : The roles of social presence and purchase familiarity

@inproceedings{Dahl2001EmbarrassmentIC,
  title={Embarrassment in consumer purchase : The roles of social presence and purchase familiarity},
  author={Darren W. Dahl and Rajesh V. Manchanda and Jennifer J. Argo},
  year={2001}
}
Two field studies investigate the importance of social presence (real and imagined) and famiiiarity whti the purchase act in producing embarrassment in the context ot an embarrassing product purchase. The results indicate tbat awareness of a social presence during purchase selection and commitment, whether real or imagined, is a motivating factor in creating embarrassmenl for the consumer. Further, our results show that the more familiar consumers are witb an embarrassing product purchase, the… CONTINUE READING

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