The effect of embarrassment on preferences for brand conspicuousness: The roles of self‐esteem and self‐brand connection
通过三项实验发现，尴尬情绪下低自尊消费者更倾向避免社会关注而偏好低调品牌，高自尊消费者则更倾向修复自我形象而偏好高调品牌，且该效应在消费者与品牌联结强时更显著。
Abstract Three studies were conducted to examine how embarrassment influences consumer preferences for brand conspicuousness. We predict that consumers with different levels of self‐esteem will have distinct coping strategies when they feel embarrassed, resulting in differences in their preference changes related to brand conspicuousness. The results show that when feeling embarrassed, consumers with low self‐esteem (high self‐esteem) are more likely to have increased motivation to avoid social attention to the self in general (to repair their self‐image). Thus, relatively speaking, consumers with low self‐esteem (high self‐esteem) prefer a more conspicuous product design over a less conspicuous one to a lesser (greater) extent when they are embarrassed than when they are not embarrassed. In addition, we demonstrate that the interaction between self‐esteem and embarrassment is more likely when consumers form a strong connection with the brand.