TITLE:
A Literature Review of Consumption Embarrassment and Prospects
AUTHORS:
Yiting Li, Defeng Yang, Han Zhou
KEYWORDS:
Consumption Embarrassment, Negative Emotions, Consumer Behavior
JOURNAL NAME:
American Journal of Industrial and Business Management,
Vol.8 No.3,
March
27,
2018
ABSTRACT: Consumers
will have a temporary feeling of embarrassment, when they experience unexpected
events, which will influence consumers’ cognition and behavior. This paper
focused on embarrassing emotion in consumption and reviewed the related literature.
We expound the concept of consumption embarrassment and distinguished the
similar concepts, then summed up antecedents and the outcome variables. The
model of consumption embarrassment is concluded on the existing empirical conclusions.
Direction of future research is discussed in the end.