The ashamed consumer - Some reflexions on the feeling of shame in marketing
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Abstract
This work relates the first steps of a wider study about emotional antecedents of consumption. The authors consider a multidisciplinary approach to propose a framework for the feeling of shame that is useful to understand relations between consumers and marketing offers. Adopting an approach that consider consumption as a socially constructed discourse which is wider than that the simple act of making economic choices, the authors discuss the interactions between shame, consumption behaviors and marketing actions.
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Sauerbronn, J. F. R., Ayrosa, E. A. T., & Barros, D. F. (2005). The ashamed consumer - Some reflexions on the feeling of shame in marketing. Cadernos EBAPE.BR, 3(2), 1 a 11. Retrieved from https://periodicos.fgv.br/cadernosebape/article/view/4920
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