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A university study finds that when buying embarrassing products such as condoms or menstrual pads, consumers choose self-checkout or the ”most robotic” cashier to hopefully avoid interactions.
The researchers from UBC Sauder School of Business noted that the findings run counter to the long-held belief that building personal rapport with customers should be the top priority for retail associates.
“When people are buying embarrassing things they don’t seek out conversation,” said Dr. JoAndrea Hoegg, a UBC Sauder Professor and co-author, in a statement. “They don’t want that social interaction. They want to get in and get out—and they want someone who isn’t judging them or reacting to them.”
A 2021 survey of 2,000 Americans taken on behalf of the Depend incontinence undergarment brand found the top ten most embarrassing purchases were condoms, emergency contraceptives, bed bug spray, head lice treatment, hemorrhoid cream, diarrhea relief, pregnancy test, incontinence/bladder leakage products, period products and cold sore treatment.
The study likewise found apprehension around purchasing such items, with 56 percent indicating they’ve avoided purchasing personal care products out of fear of being judged. Younger adults were found to be particularly anxious over such purchases.
Overall, 72 percent worried that other shoppers or store employees judged their purchases, while 67 percent admitted they were judgmental of other shoppers.
A study from researchers at Northwestern University found that when purchasing embarrassing products, consumers often make additional purchases to mitigate the threat of judgment.
Researchers from Jinan University School in Guangzhou, China, found that beyond abandoning a purchase or buying additional non-embarrassing products, coping mechanisms for embarrassing buys include “delaying purchase,” (waiting until the store is less crowded before purchasing), and making a “compensation purchase,” (offsetting the negative emotions from an embarrassing purchase encounter by ”buying products that are highly correlated with attractiveness.”).
For retailers, the only advice across studies came from the UBC Sauder School of Business, which suggested store associates be mindful of shoppers’ purchases and when they’re purposely avoiding engagement. “Don’t try to create a connection. Just get the person out quickly,” Prof. Dr. Hoegg said.
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