Three items from the Consumption Emotion Set (CES) capture shame-related negative affect arising from a consumption experience. The items tap the emotional states of embarrassment, shame, and humiliation. The scale has been used with both possession-related and performance-related contexts by adapting the stem to specify the consumption reference point.
Richins, M. L. (1997). Measuring emotions in the consumption experience. Journal of Consumer Research, 24(2), 127–146.
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