The Embarrassment Paradox: Encouraging Compensatory Consumption in Morality-Laden Contexts
This research introduces the unique context of immoral inaction—situations in which consumers have the opportunity to engage in virtuous behaviors but opt against doing so. Through five studies I demonstrate that in such contexts, embarrassment—a negatively valenced self-conscious moral emotion evok...
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| Format: | Others |
| Language: | English |
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University of North Texas
2020
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| Online Access: | https://digital.library.unt.edu/ark:/67531/metadc1707317/ |