Consumers experiencing negative self-conscious emotions can perceive not only the need to rectify some problem, but also the need to restore their self-esteem.

Question

Quizplus · Accepted Answer

Consumers experiencing negative self-conscious emotions, such as guilt or embarrassment, may feel the need to rectify a problem or correct a mistake, but they may also feel the need to restore their self-esteem after the negative experience. This can lead them to take actions that not only solve the problem at hand but also make them feel better about themselves.

Consumers Experiencing Negative Self-Conscious Emotions Can Perceive Not Only the Need