Effects of consumer embarrassment on shopping basket size and value: A study of the millennial consumer

This paper examines how the emotion of embarrassment affects shopping behavior in a retail setting. In a series of three studies, we explore the phenomenon of “masking,” which is defined as a coping strategy used by shoppers when experiencing embarrassment related to a purchase task. Study 1 provides consumer insights into masking behaviors among Millennials. Study 2 empirically examines degrees of anticipated embarrassment associated with purchasing a variety of personal care products and uses a controlled experiment to test the impact of embarrassment on the size of the shopping basket (number of items purchased) and the value of the shopping basket. Study 3 examines basket size and value with respect to complementary and counterbalancing products, and compares Millennial with non‐Millennial consumers. Collectively, this research indicates that both Millennial and non‐Millennials use masking as a coping strategy for a variety of products due to anticipated embarrassment, translating into enhanced basket sizes and values. This effect appears to be moderated by one's innate susceptibility to embarrassment. This study contributes to our understanding of how the emotion of embarrassment influences shopping basket composition in terms of its value and size. It also provides insightful findings relevant to retail practitioners. Copyright © 2014 John Wiley & Sons, Ltd.     

Intragroup social influence and intergroup competition

Three experiments examined the role of intragroup social influence in intergroup competition. In the context of a mutual fate control situation, participants in Experiment 1 demonstrated more intergroup competition in the presence than in the absence of social support for shared self-interest. Experiment 2 revealed that, in the context of a Prisoner's Dilemma Game, this social support effect was stronger when noncorrespondence of outcomes between the interacting groups was low than when it was high. Results from Experiment 3 were consistent with the possibility that the effect of social support is attenuated when noncorrespondence of outcomes is high because under these circumstances intergroup competition is prescribed by a norm of group interest. The implications of these findings for understanding the antecedents of interindividual-intergroup discontinuity are discussed.     

Teaching foundational perspective‐taking skills to children with autism using the PEAK‐T curriculum: single‐reversal “I–You” deictic frames

We taught basic perspective‐taking tasks to 3 children with autism and evaluated their ability to derive mutually entailed single‐reversal deictic relations of those newly established perspective‐taking skills. Furthermore, we examined the possibility of transfers of perspective‐taking function to novel untrained stimuli. The methods were taken from the PEAK‐T training curriculum, and results yielded positive gains for all 3 children to learn basic perspective taking as well as for 2 of the 3 to derive untrained single‐reversal I relations following direct training of single‐reversal You relations. All participants demonstrated a transfer of stimulus function to untrained stimuli after the single‐reversal deictic relations had been mastered.     

Trust in the medical profession and patient attachment style

Attachment style is a person’s approach to interpersonal relationships, which develops from early experiences with primary caregivers and can remain stable into adulthood. Depending on a person’s attachment style, the amount of trust one has in others can vary when forming relationships, and trust is important in formation of the patient–physician relationship. The purpose of this study was to see if there is an association between attachment style and trust in physicians in general. Participants were recruited from an emergency department (ED) and an online university participant pool, and completed short questionnaires assessing attachment style and trust in the medical profession. Results revealed that individuals with a fearful attachment style reported significantly lower levels of trust in the medical profession than those with a secure attachment style. ED participants also reported higher levels of trust in the medical profession in comparison to student participants. This study provides a better understanding of trust in the medical profession, and insight into future care for patients who have low trust.     

Macaques can predict social outcomes from facial expressions

There is widespread acceptance that facial expressions are useful in social interactions, but empirical demonstration of their adaptive function has remained elusive. Here, we investigated whether macaques can use the facial expressions of others to predict the future outcomes of social interaction. Crested macaques (Macaca nigra) were shown an approach between two unknown individuals on a touchscreen and were required to choose between one of two potential social outcomes. The facial expressions of the actors were manipulated in the last frame of the video. One subject reached the experimental stage and accurately predicted different social outcomes depending on which facial expressions the actors displayed. The bared-teeth display (homologue of the human smile) was most strongly associated with predicted friendly outcomes. Contrary to our predictions, screams and threat faces were not associated more with conflict outcomes. Overall, therefore, the presence of any facial expression (compared to neutral) caused the subject to choose friendly outcomes more than negative outcomes. Facial expression in general, therefore, indicated a reduced likelihood of social conflict. The findings dispute traditional theories that view expressions only as indicators of present emotion and instead suggest that expressions form part of complex social interactions where individuals think beyond the present.     

Imaginary Companions in Childhood: What Can Prospective Longitudinal Research Tell Us About Their Fate by Adolescence?

Do adolescents remember imaginary companions (ICs) from early childhood? Researchers interviewed 46 adolescent participants in a prospective longitudinal study about their ICs from early childhood (age 5½). The existence of one or more ICs was documented in early childhood for 48% of children (G. Trionfi & E. Reese, 2009). At age 16, most adolescents had forgotten their early childhood ICs: Only 5 of the 23 participants who had early childhood ICs recalled those ICs later. Eight participants who had forgotten their early childhood ICs recalled a later IC, and four participants who did not have an IC at age 5 ½ reported one by age 16. Ten of the 23 participants who had early childhood ICs claimed never to have had an IC. Girls were more likely to recall their early childhood ICs. Retrospective reports of ICs in adolescence or later life may be unreliable for investigating differences between those with and without imaginary companions. Those with ICs may not be a homogenous group, with some creating ICs throughout childhood and some desisting from this behavior in early childhood. Findings indicate that both the remembering and forgetting of ICs has potential to illuminate cognitive and creative processes surrounding both memory and imagination.     

A motivational hierarchy within: Primacy of the individual self,relational self,or collective self?

The individual self, relational self, and collective self are important and meaningful aspects of identity. However, they plausibly differ in their relative importance such that one self lies closer to the motivational core of the self-concept, better represent the “home base” of selfhood, or, simply stated, is motivationally primary. Four multi-method studies tested the relative motivational-primacy of the selves. Despite their disparate methods, the studies yielded consistent evidence of a three-tiered hierarchy with the individual self at the top, followed by the relational self, and trailed at the bottom by the collective self. The same hierarchy emerged in the Eastern culture of China and the Western cultures of the US and UK. Such pancultural consistency suggests that the motivational hierarchy is a fundamental pattern of the human self.     

Using subtle reminders of love to foster healthy snack choices

Employing three experiments with US college students, we examined how subtle reminders of companionate and sexual love affect consumers' healthy snack choices. Two different symbols of companionate and sexual love were used as manipulations. Results from the studies suggest that exposure to subtle reminders of companionate love lead to a greater likelihood of making healthy eating choices than subtle reminders of sexual love. These choices are likely driven by the activation of distal and proximal temporal construals. Interestingly, subtle reminders of sexual love appear to mimic a choice setting with no manipulation. This research should enlighten marketers who are interested in fostering healthy consumption. Copyright © 2012 John Wiley & Sons, Ltd.