Loterre: SAGE: consumer anxiety

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consumer anxiety

Consumer anxiety refers to the theory that personal consumption can sometimes provoke anxiety for an individual because of the perception that others will judge his or her consumption choices negatively. The existence of consumer anxiety is premised on the concern that one's publicly visible and personally identifiable consumer practices, such as styles of dress, adornment, hairstyles, or living spaces, are open to judgment by others. [Source: Encyclopedia of Consumer Culture; Consumer Anxiety]

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