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11117 
9825消费者时常会体验到尴尬，然而营销学者近几年才对这一情绪予以关注。本文通过对现有文献的梳理，首先界定了消费者尴尬这一构念，之后重点梳理了消费者尴尬产生的前因变量和相应的调节因素，并总结了消费者的尴尬情绪对消费者动机、认知、情感和行为的影响。最后，本文就企业的渠道管理、产品陈列方式以及服务行业员工培训和广告设计提出了切实可行的建议，并展望了几个有潜力的未来研究方向。
消费者尴尬研究回顾、营销应用及未来展望
摘要
参考文献
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引用本文
何琼, 柳武妹, 胡佳彤. 消费者尴尬研究回顾、营销应用及未来展望[J]. 外国经济与管理, 2018, 40(2): 123-137.
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