A Literature Review of Consumption Embarrassment and Prospects

Consumers will have a temporary feeling of embarrassment, when they experience unexpected events, which will influence consumers’ cognition and behavior. This paper focused on embarrassing emotion in consumption and reviewed the related literature. We expound the concept of consumption embarrassment and distinguished the similar concepts, then summed up antecedents and the outcome variables. The model of consumption embarrassment is concluded on the existing empirical conclusions. Direction of future research is discussed in the end.