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.
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.
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