DigitalCommons@Kennesaw State University
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Workplace Appearance Norms and the Shame of Baldness: Implications for Consumer Behavior
advertising-and-promotion-managementconsumer-behaviore-commercehuman-resources-managementidentityshame
In this research, we investigate how shame can affect consumer behavior. Specifically, we examine how baldness induced shame from workplace expectation and norms can affect consumer decision making related to the purchase of hairpieces and consumers’ preferences towards packaging of the product. Dra
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