Critical Evaluation of Scientific Article

Darren W. Dahl, Rajesh V. Manchanda, Jennifer J. Argo, Dec 2001, ¡®Embarrassment in consumer purchase: the roles of social presence and purchase familiarity¡¯, Journal of Consumer Research, v28 i3 p473(9), viewed 25 August 2003, available from the Griffith University.

According to Darren W. Dahl, Rajesh V. Manchanda, Jennifer J. Argo (2001), 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 2001).
To begin with, the article defined embarrassment during purchase as ¡®an aversive and awkward emotional state following events that increase the threat ...