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Avoiding attention: The impact of embarrassment on preference for low-saturation design

Author

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  • Zhang, Xiadan
  • Wang, Jie
  • Gong, Xiushuang
  • Cheng, Siqi

Abstract

•Indicating that low-saturation design could be an effective strategy to aid consumers in coping with embarrassment.•Proposing that the motivation to avoid others’ attention mediates the effect of embarrassment on low-saturation preference.•Suggesting that public self-consciousness moderates the main effect of embarrassment on low-saturation preference.•Demonstrating that ambient light moderates the path from avoidance motivation to preference for low-saturation design.

Suggested Citation

  • Zhang, Xiadan & Wang, Jie & Gong, Xiushuang & Cheng, Siqi, 2025. "Avoiding attention: The impact of embarrassment on preference for low-saturation design," Journal of Business Research, Elsevier, vol. 186(C).
    • Handle: RePEc:eee:jbrese:v:186:y:2025:i:c:s0148296324004041
    DOI: 10.1016/j.jbusres.2024.114900
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    References listed on IDEAS

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    1. Sean Blair & Neal J. Roese, 2013. "Balancing the Basket: The Role of Shopping Basket Composition in Embarrassment," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 40(4), pages 676-691.
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    3. Dahl, Darren W & Manchanda, Rajesh V & Argo, Jennifer J, 2001. "Embarrassment in Consumer Purchase: The Roles of Social Presence and Purchase Familiarity," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 28(3), pages 473-481, December.
    4. Esmark Jones, Carol L. & Barney, Christian & Farmer, Adam, 2018. "Appreciating Anonymity: An Exploration of Embarrassing Products and the Power of Blending In," Journal of Retailing, Elsevier, vol. 94(2), pages 186-202.
    5. Henrik Hagtvedt & S. Adam Brasel, 2017. "Color Saturation Increases Perceived Product Size," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 44(2), pages 396-413.
    6. Rajesh Bagchi & Amar Cheema, 2013. "The Effect of Red Background Color on Willingness-to-Pay: The Moderating Role of Selling Mechanism," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 39(5), pages 947-960.
    7. Hyojin Lee & Xiaoyan Deng & H. Rao Unnava & Kentaro Fujita, 2014. "Monochrome Forests and Colorful Trees: The Effect of Black-and-White versus Color Imagery on Construal Level," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 41(4), pages 1015-1032.
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