IDEAS home Printed from https://ideas.repec.org/a/mul/jyf1hn/doi10.1431-37150y2012i1p79-100.html
   My bibliography  Save this article

L'imbarazzo nel contesto d'acquisto: presenza sociale e specificità di prodotto come antecedenti emotivi

Author

Listed:
  • Davide Christian Orazi

Abstract

In order to facilitate consumer purchase and prevent unwanted post-consumption behaviors, marketers in sensitive contexts are constantly searching for embarrassment-avoiding strategies. This study investigates the impact of embarrassment on consumer behavior during the purchase of a sensitive product, defined as a good whose utilization is strictly connected to needs perceived as intimate and private by the consumer. The findings clarify the relationship between social presence and product genre on embarrassment arousal, highlighting a general tendency to abandon the sales point when embarrassment is elicited.Marketing implications are discussed, proposing multichannel distribution as a way of reducing embarrassment arousal through disintermediation.

Suggested Citation

  • Davide Christian Orazi, 2012. "L'imbarazzo nel contesto d'acquisto: presenza sociale e specificità di prodotto come antecedenti emotivi," Micro & Macro Marketing, Società editrice il Mulino, issue 1, pages 79-100.
    • Handle: RePEc:mul:jyf1hn:doi:10.1431/37150:y:2012:i:1:p:79-100
    as

    Download full text from publisher

    File URL: https://www.rivisteweb.it/download/article/10.1431/37150
    Download Restriction: Access to full text is restricted to subscribers
    File URL: https://www.rivisteweb.it/doi/10.1431/37150
    Download Restriction: no
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:mul:jyf1hn:doi:10.1431/37150:y:2012:i:1:p:79-100. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: the person in charge (email available below). General contact details of provider: https://www.rivisteweb.it/ .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.