Workplace Appearance Norms and the Shame of Baldness: Implications for Consumer Behavior

Authors

• Shiyun Chen, Austin Peay State UniversityFollow
• Achira Mudiyanselage, Austin Peay State UniversityFollow
• Terry S. Damron, Austin Peay State UniversityFollow
• Jaycie Luster, Austin Peay State UniversityFollow

Publication Date

2026

Abstract

In this research, we investigate how shame can affect consumer behavior. Specifically, we examine how baldness induced shame from workplace expectation and norms can affect consumer decision making related to the purchase of hairpieces and consumers’ preferences towards packaging of the product. Drawing on self-discrepancy theory, identity theory, shame and compensatory consumption research, we investigate the direct connection of shame and purchase intention, and the mediating roles of self-efficacy and the devaluation of masculine identity in shaping consumers’ responses to shame. We tested our hypothesis using survey-based experiments. Across two studies, we demonstrate that shame associated with baldness, positioned as a threat to the value of masculine identity in a work context, significantly affects consumers’ purchase intentions related to hairpieces and their preferences for product packaging. We found that appearance-induced shame was positively related to the decision to purchase a hairpiece and that the positive relationship between shame and the decision to purchase a hairpiece is positively mediated by threat to the value of an individual’s masculine identity. We also found that the positive relationship between shame and the decision to purchase a hairpiece discreetly or overtly is mediated by self-efficacy. The findings contribute to a deeper theoretical understanding of the mechanisms through which shame can cross the boundary between work and non-work domains to influence consumption behavior and offer practical implications for marketers of appearance-related products.