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Keywords: Identity avoidance
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Journal Articles
That’s embarrassing: investigating identity avoidance for (in)conspicuous luxury consumers
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Journal:
Journal of Consumer Marketing
Journal of Consumer Marketing 1–18.
Published: 01 April 2026
...Xixi Li; Ron G. Christian; Chuandi (Charlie) Jiang Purpose Grounded in regulatory focus theory and self-conscious emotions theory, this research aims to investigate how chronic prevention focus influences consumers’ identity avoidance of luxury items with prominent logos. This study examines...
