Advertising-induced Embarrassment

Stefano Puntoni, Ilona de Hooge and Willem Verbeke

ERIM Report Series Research in Management from Erasmus Research Institute of Management (ERIM), ERIM is the joint research institute of the Rotterdam School of Management, Erasmus University and the Erasmus School of Economics (ESE) at Erasmus University Rotterdam

Abstract: Consumer embarrassment is an important concern for marketers. Yet, little is known about embarrassment in passive situations like advertising viewing. The authors investigate when and why consumers experience embarrassment as a result of exposure to socially sensitive advertisements. The theory distinguishes between viewing potentially embarrassing ads together with an audience that shares the social identity targeted by the message and viewing the same ads together with an audience that does not share the targeted social identity. Four studies provide support for the theory, demonstrating that advertising targeting and social context jointly determine feelings of embarrassment and advertising effectiveness.

Keywords: advertising; embarrassment; self-conscious emotions; social identity (search for similar items in EconPapers)
JEL-codes: M0 M31 M37 (search for similar items in EconPapers)
Date: 2013-04-15
New Economics Papers: this item is included in nep-mkt
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Persistent link: https://EconPapers.repec.org/RePEc:ems:eureri:39630

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