A Literature Review of Consumption Embarrassment and Prospects

Abstract

Consumers will have a temporary feeling of embarrassment, when they expe-rience unexpected events, which will influence consumers' cognition and be-havior. This paper focused on embarrassing emotion in consumption and re-viewed the related literature. We expound the concept of consumption em-barrassment and distinguished the similar concepts, then summed up antece-dents and the outcome variables. The model of consumption embarrassment is concluded on the existing empirical conclusions. Direction of future re-search is discussed in the end.