Shame and Consumption: Examining the Link Between Men’S Consumption Assumptions and the Feeling of Shame

Joao Felipe Sauerbronn, EGN/Unigranrio - EBAPE/FGV-RJ - Brasil
Eduardo Ayrosa, EBAPE/FGV-RJ - Brasil
Denise Barros, EBAPE/FGV-RJ - Brasil
This paper provides an analytic framework focused on the social basis of emotion that was used to investigate the influence of shame over consumption. Men seem to change their consumption assumptions to avoid the experience of discomfort caused by shame. Using the data from ten in-depth interviews with Brazilian male adults the authors could establish some situations when shame influences consumer values: bad deals, consumption activities inadequacies or group misleading can make the man feel ashamed of consumption
[ to cite ]:
Joao Felipe Sauerbronn, Eduardo Ayrosa, and Denise Barros (2008) ,"Shame and Consumption: Examining the Link Between Men’S Consumption Assumptions and the Feeling of Shame", in LA - Latin American Advances in Consumer Research Volume 2, eds. Claudia R. Acevedo, Jose Mauro C. Hernandez, and Tina M. Lowrey, Duluth, MN : Association for Consumer Research, Pages: 90-94.