Critical Evaluation of Scientific Article

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Darren W. Dahl, Rajesh V. Manchanda, Jennifer J. Argo, Dec 001, ¡®Embarrassment in consumer purchase the roles of social presence and purchase familiarity¡¯, Journal of Consumer Research, v8 i p47(), viewed 5 August 00, available from the Griffith University.

According to Darren W. Dahl, Rajesh V. Manchanda, Jennifer J. Argo (001), embarrassment is a familiar and widely occurring emotion that affects many facets of our social behavior. Although it¡¯s often occur in purchasing and has been used as an item in scale batteries measuring emotion in marketing context, there has been little or no research that explore why embarrassment happens in consumer behavior. So in this research, authors tried to reveal the ¡®potential for embarrassment in consumer¡¯ (Darren W. Dahl, Rajesh V. Manchanda, Jennifer J. Argo 001).

To begin with, the article defined embarrassment during purchase as ¡®an aversive and awkward emotional state following events that increase the threat of unwanted evaluation from a real or imagined social audience¡¯ (Darren W. Dahl, Rajesh V. Manchanda, Jennifer J. Argo 001). And two elements, which could drive embarrassment, were identified. First, the concern for others¡¯ attitude (which refers the Social Presence) drives embarrassment. Second, a lack of experience with a situation leads to awkwardness and potentially creates feelings of embarrassment (Miller 16).

After that the article examined how social presence and purchase familiarity affect purchase embarrassment. And buy discussing in some psychology literature the authors expressed hypotheses.

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H1 A consumer will experience a higher of embarrassment during an embarrassing product purchase when a real or imagined social presence exists (The Role of Social Presence).

H A consumer who is familiar with the purchase of an embarrassing product will experience a lower level of embarrassment than a consumer who is not familiar with making such a purchase (The Importance of Familiarity).

However, because familiarity leads to the development of purchasing scripts, that is, heuristic rules that simplify purchase (Bozinoff 181; Sujan, Bettman, and Sujan 186), which enable customers to make decisions more easily (Park et al. 18) and reduce the influence of external aspects of the purchase environment (Alba and Hutchinson 187). The article predicts that the effort of social presence (real or imagined) on the likelihood that consumers experience embarrassment will be moderated by familiarity with the purchase. So two more hypotheses were expressed.

Ha A consumer who is unfamiliar with the purchase of an embarrassing product will experience a higher level of embarrassment when there is a real or imagined social presence (vs. when there is no social presence).

Hb A consumer who is familiar with the purchase of an embarrassing product will experience little difference in the amount of embarrassment that is felt when there is a real or imagined social presence (vs. when there is no social presence).

After a conceptual framework was developed, the article tried to seek the potential importance of real social presence and familiarity with the product purchase; and test the hypotheses that mentioned above by Study 1.

It chose condoms as the investigation and the confederate was a young adult male who was chose to counterbalance the gender of the female sales clerk. To fit the social presence condition, ¡®the confederate was present in the pharmacy next to the condom aisle display, whereas in the no-social-presence condition, the confederate was not present¡¯ (Darren W. Dahl, Rajesh V. Manchanda, Jennifer J. Argo 001). Further, the study was held during time periods when store traffic was minimal. undergraduate students (one-third were males) were chose as the subjects, and they were asked to select an envelope which actually identified the pharmacy as the store to visit and a three-pack of condoms as the product to be purchased.

After finish the purchase, subjects were asked to finish a questionnaire. The questionnaire asked them the level of embarrassment they experienced. Furthermore, in order to find the familiarity, subjects were asked whether they had ever bought condoms. In addition, as a check for the social presence factor, they then indicated their awareness of how many customers were present. And some other relative questions were asked.

From the study, the hypothesis 1 and were supported. And as predicted, hypotheses a and b were supported as well, by analysing the statistics result. Further, the article found that an awareness of social presence reinforce the feeling of embarrassment only when the consumer has little familiarity with the purchase. So second study was designed, which interesting in ¡®the relationship between purchase familiarity and social presence by considering the impact of an imagined social presence ¡¯ (Darren W. Dahl, Rajesh V. Manchanda, Jennifer J. Argo 001).

In Study , the article tried to support hypotheses 1, , a and b. Further, thoughts of a social audience are less likely to occur because familiarity results in greater automaticity with the purchase task and should reduce the cognitive activity at the selection and commitment stage (Alba and Hutchinson 187). So the article indicated its last hypothesis.

H4 A consumer who is familiar with the purchase of an embarrassing product is less likely to imagine a social presence than a consumer who is not familiar with the purchase.

¡®Condom purchase using a vending machine was selected as the context for this investigation¡¯. Two vending machines were set in male and female restrooms which on the low-traffic location. Two conditions were used to vary the openness of the restroom. One is to make sure no one enter the room when subjects purchase. In the open restroom condition, the rest room appeals normal, so that subjects are more likely to ¡®imagine the social presence¡¯.

141 undergraduate students (65males and 76 females) were chose as the subjects. As the first study, subjects were asked to choose, at random, an envelope, which enclosed the number of one of the vending machine and the number of product. After finished, they were asked to state thoughts and feelings when making the purchase. And the researchers payed attention on whether an imagination of a social audience was identified. Further, the data of subjects¡¯ purchase familiarity was collected as well.

The study found that an imagined social presence was an important catalyst of embarrassment, so hypothesis 1 was supported. Furthermore, familiarity was also an essential factor that drives embarrassment. The higher familiarity people get, the lower embarrassment they fell. Obviously, hypothesis was supported.

However, the result of this study didn¡¯t support the hypotheses Ha and Hb because, as the author said, ¡®those who are familiar with the purchasing act and do imagine a social presence report similar levels of embarrassment to those who imagine a social presence and are unfamiliar with the purchasing act. It was only shown to reduce the likelihood of imagining an audience in the first place (Darren W. Dahl, Rajesh V. Manchanda, Jennifer J. Argo 001). Anyway, this study has proved hypotheses 1 and . In addition, as the author said, it made a new progress by showing that embarrassment can be experienced in situations where a social presence is physically absent.

From two studies above, the author found that social presence and purchase familiarity are two significant elements creating embarrassment to consumer. Further, from first study, the result indicated that the familiarity reduce the influence of real social presence. However, from the second study, the author found that familiarity with purchase couldn¡¯t reduce the influence of imagined social presence. Finally, the author mentioned that gender would not influence the level of embarrassment from both studies at the end of this article.

I agree with most points stated in this article. However, I would argue that there are some limitations of this article.

Firstly, the range of subjects was limited; student is only part of the general public, the result got from research may not represent all people in society. Customer often purchase in supermarket or shopping centre, and these places normally have more people than in student centre, so the level of embarrassment is different.

Furthermore, the range of social audience involved in Study 1 was too narrow; it was insufficient to reveal the relationship between real social presence and embarrassment. In addition, when subjects bought condoms, they knew that it is a research, so the feeling of embarrassment might be reduced.

Another point I want to mention is that, due to the fact that the test was developed in American context, it might not applicable across the cultures. This is especially true in terms of Asian culture. Culture is the man-made part of the environment (Herskovits, 15). People in different culture have different personality, which refers to different characteristic pattern or enduring tendency of the thoughts, feelings, and behaviour. So some people might not care about what others thinking about them at all.

Finally, at the end of this article, it argued that gender would not influence the level of feeling embarrassment. I don¡¯t agree with this point. Here is an example that could support my opinion. In China males would feel embarrassment if they bought sanitary for their wives or girlfriends. However when women bought sanitary, they don¡¯t feel embarrassment at all. Because Chinese man thought that sanitary is for female use only. In contrast, this situation might not exit in US or Australia. Actually, it is also a good example for the culture difference, which I have mentioned above.

In conclusion, this article revealed some significant knowledge of embarrassment, which is very useful in studying consumer behaviour. The questions raised by the findings from this article indicate a need for future researches. Firstly, the expectation of relationship between familiarity and imagined social presence was not met. So future study could focus more on the difference between imagined social presence and real social presence.

Additionally, future research could pay more attention on the different factors, which could drive embarrassment in different cultures. There should be some interesting knowledge for people to explore.

Reference

Alba, Joseph W. and J. Wesley Hutchinson (187), Dimensions of Consumer Expertise, Journal of Consumer Research, 1 (March), 411-454.

Bozinoff, Lorne (181), A Script Theoretic Approach to Information Processing An Energy Conservation Application, in Advances in Consumer Research, Vol. , ed. Andrew A. Mitchell, Ann Arbor, MI Association for Consumer Research, 481-486.

Darren W. Dahl, Rajesh V. Manchanda, Jennifer J. Argo 001. Embarrassment in consumer purchase the roles of social presence and purchase familiarity¡¯, Journal of Consumer Research, v8 i p47 ().

Miller (16), Embarrassment Poise and Peril in Everyday Life, New York Guilford.

Park, C. Whan, Easwar S. Iyer, and Daniel C. Smith (18), The Effects of Situational Factors on In-Store Grocery Shopping Behavior The Role of Store Environment and Time Available for Shopping, Journal of Consumer Research, 15 (March), 4-4.

Sujan, Mita, James R. Bettman, and Harish Sujan (186), Effects of Consumer Expectations on Information Processing in Selling Encounters, Journal of Marketing Research, (November), 46-5.

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