The publicly self‐consciousness consumer: Prepared to be embarrassed

Abstract This research examined whether high public self‐consciousness (HPUBSC) consumers are more inclined than low public self‐consciousness (LPUBSC) consumers to buy products aimed at preventing embarrassment but which are embarrassing to buy. Study 1 found that PUBSC is positively associated with increased intentions to buy such products. Study 2 showed that an increase in the severity of the social consequences associated with an embarrassing situation increased participants' purchase intentions, regardless of their level of PUBSC. However, whereas an increase in the frequency of an embarrassing situation's occurrence increased the purchase intentions of LPUBSC participants, it decreased the purchase intentions of HPUBSC participants. Study 3 revealed evidence of a reverse spotlight effect for HPUBSC participants.