Director / Editor: Victor Teboul, Ph.D.

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Why eating cheap chocolate can feel embarrassing – even though no one else cares

By Siti Nuraisyah Suwanda, Doctoral Student and Graduate Researcher in Marketing, West Virginia University
Emily Tanner, Associate Professor of Marketing, West Virginia University
M. Paula Fitzgerald, Professor of Business Administration, West Virginia University

Researchers describe what they call a consumption stigma – when you feel judged or looked down on for using certain products or services.

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