Instrument to measure brand embarrassment developed by economists

Friday, November 27, 2015 - 15:10 in Health & Medicine

Whether people wear T-shirts with a big logo of a brand depends on a person's "brand embarrassment tendency" (BET). Embarrassment is an intense, negative emotion and it derives from worrying about the possibility of other peoples' negative judgement about oneself. Economists have developed an instrument to measure this brand embarrassment and have found that embarrassing clothing is not only a problem of insecure teenagers. In addition the measuring tool can be used to assess the 'embarrassment potential' of a particular brand.

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