Consumer embarrassment.

Wong King Yin.Thesis (M.Phil.)--Chinese University of Hong Kong, 2006.Includes bibliographical references (leaves 79-83).Abstracts in English and Chinese; questionnaires in Chinese.Abstract (English) --- p.2Abstract (Chinese) --- p.3Dedication --- p.4Acknowledgements --- p.5Table of Contents --- p.6Chapter Chapter 1 --- Introduction --- p.8Chapter 1.0 --- Overview --- p.8Chapter 1.1 --- Background --- p.8Chapter 1.2 --- Research Objectives --- p.11Chapter 1.3 --- Expected Contributions --- p.11Chapter 1.4 --- Organization of the Thesis --- p.12Chapter Chapter 2 --- Literature Review & Research Model --- p.14Chapter 2.0 --- Overview --- p.14Chapter 2.1 --- Literature Review on Embarrassment --- p.14Chapter 2.1.1 --- Embarrassment and Its Antecedent --- p.14Chapter 2.1.2 --- Embarrassment and Its Subsequent Behavioral Tendency --- p.24Chapter 2.2 --- Conceptual Definitions --- p.35Chapter 2.2.1 --- Consumer Embarrassment --- p.36Chapter 2.2.2 --- Cross-selling --- p.37Chapter 2.2.3 --- Helping Behavior --- p.38Chapter 2.3 --- Hypothesis --- p.40Chapter Chapter 3 --- Research Methodology --- p.44Chapter 3.0 --- Overview --- p.44Chapter 3.1 --- Research Design --- p.44Chapter 3.2 --- Pretest --- p.45Chapter 3.2.1 --- Embarrassing Product --- p.46Chapter 3.2.2 --- Scenario Development --- p.47Chapter 3.2.3 --- Questionnaire Development --- p.48Chapter 3.2.4 --- Experimental Setting --- p.51Chapter 3.3 --- Main Study --- p.52Chapter 3.3.1 --- Participants --- p.52Chapter 3.3.2 --- Materials --- p.52Chapter 3.3.3 --- Scenarios --- p.53Chapter 3.3.4 --- Manipulation Checks --- p.54Chapter 3.3.5 --- Dependent Measures --- p.56Chapter 3.3.6 --- Procedures --- p.56Chapter Chapter 4 --- Results And Discussion --- p.58Chapter 4.0 --- Overview --- p.58Chapter 4.1 --- Reliability of Scales --- p.58Chapter 4.2 --- Manipulation Checks --- p.59Chapter 4.3 --- Hypotheses Testing --- p.60Chapter 4.4 --- Discussion --- p.62Chapter Chapter 5 --- Conclusion --- p.64Chapter 5.0 --- Overview --- p.64Chapter 5.1 --- Contributions --- p.64Chapter 5.1.1 --- Theoretical Contribution --- p.64Chapter 5.1.2 --- Managerial Contribution --- p.66Chapter 5.2 --- Limitations --- p.67Chapter 5.3 --- Future Research Directions --- p.68Chapter 5.3.1 --- Embarrassing Product Typology --- p.68Chapter 5.3.2 --- Coping Strategies to Embarrassment and Fear of Embarrassment --- p.69Chapter 5.3.3 --- Coping Strategic Inclinations to Embarrassment --- p.70Chapter 5.4 --- Conclusion --- p.71Appendices --- p.73Appendix I - Booklet for Main Study --- p.73Appendix II - Booklet For Manipulation Checks --- p.76References --- p.7