Consumer Use of Face-Saving Strategies
This research investigates the number and type of face-saving strategies that consumers engage in during the purchase of an embarrassing product. Sixty college students were surveyed The responses of the participants helped to determine 1) the types of face-saving strategies that consumers engaged in, and 2) factors that contributed to embarrassment felt during purchase and therefore increased the likelihood of the consumer's use of face-saving strategies.
Marketing / M.I.S.
Dr. Tiffany B. White
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