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

Xiadan Zhang, Jie Wang, Xiushuang Gong and Siqi Cheng

Journal of Business Research, 2025, vol. 186, issue C

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.

Date: 2025
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Persistent link: https://EconPapers.repec.org/RePEc:eee:jbrese:v:186:y:2025:i:c:s0148296324004041

DOI: 10.1016/j.jbusres.2024.114900

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