A Influência do Constrangimento do Consumidor no Processo de Compra

Content Provider	Semantic Scholar
Author	Isabella, Giuliana Barros, Lucia Salmonson Guimarães Mazzon, Jose Afonso
Copyright Year	2015
Abstract	Embarrassment is an emotion that emerges during various purchase and consumption situations. There is a lack of studies comprehensively addressing how consumers behave when they are embarrassed. Therefore, the aim of this paper is to map how consumers behave during purchase process situations that cause embarrassment. To do so, drugstores were selected since they are places where a number of products that can cause embarrassment, such as condoms, pregnancy tests, and day-after pills, can be purchased. In-depth interviews with 30 drugstore sales representatives and 26 consumers were conducted using an empiric investigation strategy. Content analysis resulted in the creation of a conceptual framework and some theoretical propositions. According to the framework, consumers, when feeling embarrassed, decide whether to abandon the purchase (by giving up or asking someone else to make the purchase) or if they face the situation, remain confident, and develop strategies to deal with the situation and finish it as soon as possible. The framework details consumers’ actions.
Starting Page	626
Ending Page	648
Page Count	23
File Format	PDF HTM / HTML
DOI	10.1590/1982-7849rac20151944
Volume Number	19
Alternate Webpage(s)	http://www.scielo.br/pdf/rac/v19n5/1982-7849-rac-19-5-0626.pdf
Alternate Webpage(s)	https://doi.org/10.1590/1982-7849rac20151944
Language	English
Access Restriction	Open
Content Type	Text
Resource Type	Article