Dahl, Darren W; Manchanda, Rajesh V; Argo, Jennifer J - In: Journal of Consumer Research 28 (2001) 3, pp. 473-81
Two field studies investigate the importance of social presence (real and imagined) and familiarity with the purchase act in producing embarrassment in the context of an embarrassing product purchase. The results indicate that awareness of a social presence during purchase selection and...