Appreciating Anonymity: An Exploration of Embarrassing Products and the Power of Blending In

• Published in: Journal of retailing Vol. 94; no. 2; pp. 186 - 202
• Main Authors: Esmark Jones, Carol L., Barney, Christian, Farmer, Adam
• Format: Journal Article
• Language: English
• Published: Greenwich Elsevier Inc 01.06.2018; Elsevier Limited
• Subjects: Consumer behavior; Embarrassment; Package design; Packaging; Product anonymity; Purchase intentions; Shopper behavior; Shopping; Social identity theory; Studies; Shopper behavior; Product anonymity; Packaging; Social identity theory; M31; Embarrassment; Purchase intentions
• ISSN: 0022-4359; 1873-3271
• DOI: 10.1016/j.jretai.2018.01.001

[Display omitted] •A model for anonymous product packaging and related embarrassment is proposed.•A blue box is more anonymous than a red tube shaped product.•Anonymity is negatively related to embarrassment which is negatively related to purchases.•The anonymity and embarrassment relationship is stronger at an endcap versus in-aisle.•A price promotion can negate the relationship between embarrassment and purchase intentions. While most research suggests using ostentatious packaging as a strategy to increase sales, using such packaging for embarrassing products can actually decrease purchase intentions. Five studies explore two components of packaging that influence product anonymity and the relationship between anonymity, embarrassment, and purchase intentions. The studies use a variety of methods including one field study, three scenario-based experiments, and one virtual reality video study with a behavioral component. This research contributes to retailing literature by examining the effect of packaging dimensions on product anonymity and the subsequent impact on embarrassment and purchase intentions. We consistently show more anonymously packaged products are perceived as less embarrassing and are more likely to be purchased than less anonymously packaged products. Consumers are able to circumvent undesirable stigmas associated with embarrassing products by selecting products that are more anonymously packaged and positioned in the store. Additionally, increased sales due to product packaging differences are more likely when an embarrassing product is positioned in an aisle versus on an endcap. Promotional incentives, such as coupons, in-store discounts, or bonus buys, can mitigate the negative effect of embarrassment onto purchase intentions. These findings have important implications to our understanding of shopper behavior when threatened with embarrassment.