Purchase Embarrassment

What it measures

A three-item scale capturing the extent to which a consumer feels awkward, embarrassed, or uncomfortable about purchasing a particular product. Particularly relevant for socially sensitive product categories where self-presentation concerns may influence purchase behaviour.

Response format

7-point Likert-type (likely Strongly disagree / Strongly agree)

Scale items

• I think that buying this product is awkward.
• It would be embarrassing to be seen buying this product.
• I always feel really uncomfortable when I buy this product.

Full scale items shown. Always cite the original source when using this scale in research.

Usage notes & scoring

Traced conceptually to Dahl, Manchanda, and Argo (2001). Used in studies examining shopper reactions to being observed by retail employees. Appropriate for product categories carrying social stigma or norm-violation risk.

Recommended companion scales

Citation

Esmark, C.L., Noble, S.M., & Breazeale, M.J. (2017). I'll be watching you: Shoppers' reactions to perceptions of being watched by employees. Journal of Retailing, 93(3), 336–349.

Keywords