That’s embarrassing: investigating identity avoidance for (in)conspicuous luxury consumers

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 the underlying mechanisms through the perception of negative stereotypes surrounding conspicuous consumption and the anticipation of embarrassment, as well as the moderating effect of situationally induced regulatory focus. Design/methodology/approach Three studies were conducted with authentic luxury consumers using a combination of survey and experimental methods. Studies 1 and 2 used online surveys to examine the relationships between chronic prevention focus, perception of negative stereotypes, anticipation of embarrassment and identity avoidance. Study 3 used a between-subjects experimental design to investigate the interactive effects of chronic prevention focus and situationally primed regulatory focus (promotion vs prevention) on identity avoidance within a moderated sequential mediation model. Findings Study 1 demonstrates that the perception of negative stereotypes and the anticipation of embarrassment significantly predict identity avoidance of luxury items with prominent logos. Study 2 reveals that chronic prevention-focused consumers are more likely to perceive negative stereotypes surrounding conspicuous consumption, anticipate heightened embarrassment when imagining themselves publicly displaying luxury items with prominent logos and consequently engage in identity avoidance. Furthermore, Study 3 identifies a boundary condition, showing that the effects observed in Study 2 occur only when chronic prevention-focused individuals are situationally primed with a promotion focus. Practical implications These findings advance the understanding of the mechanisms underlying consumer identity avoidance in luxury consumption. Importantly, this study uncovers a counterintuitive effect: when primed with a promotion focus, consumers with a chronic prevention focus perceive stronger negative stereotypes and anticipate more feelings of embarrassment. This further increases their likelihood of avoiding luxury items with prominent logos due to identity concerns. These results suggest that luxury marketers should consider accommodating both status-seeking consumers, as well as an alternate consumer segment seeking “quiet luxury” without perceived social costs and threats to self-concept. Marketers should also be cautious when tailoring messages to consumers’ motivational orientations, as promotion-focus primes may backfire among chronically prevention-focused consumers. Originality/value While scholars have examined negative consequences associated with luxury consumption, research is limited regarding consumers’ motivational orientations toward identity avoidance behaviors, as well as their response to social and psychological costs of conspicuous consumption. To the best of the authors’ knowledge, this research is among the first to apply regulatory focus theory and self-conscious emotions to examine the mechanisms underlying identity avoidance in luxury consumption. It also offers novel insights into the interaction between chronic and situationally primed regulatory focus in the context of identity avoidance and luxury consumption.