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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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