出版社：Escola Brasileira de Administração Pública e de Empresas - Fundação Getulio Vargas
摘要：This work relates the first steps of a wider study about emotional antecedents of consumption. The authors consider a multidisciplinary approach to propose a framework for the feeling of shame that is useful to understand relations between consumers and marketing offers. Adopting an approach that consider consumption as a socially constructed discourse which is wider than that the simple act of making economic choices, the authors discuss the interactions between shame, consumption behaviors and marketing actions.
