Template-Type: ReDIF-Paper 1.0
Author-Name: Puntoni, S.
Author-Name-Last: Puntoni
Author-Name-First: Stefano
Author-Name: de Hooge, I.E.
Author-Name-Last: de Hooge
Author-Name-First: Ilona
Author-Name: Verbeke, W.J.M.I.
Author-Name-Last: Verbeke
Author-Name-First: Willem
Title: Advertising-induced Embarrassment
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.
Creation-Date: 2013-04-15
File-URL: https://repub.eur.nl/pub/39630/ERS-2013-003-MKT.pdf
File-Format: application/pdf
Series: RePEc:ems:eureri
Number: ERS-2013-003-MKT
Classification-JEL: M0, M31, M37
Keywords: advertising, embarrassment, self-conscious emotions, social identity
Handle: RePEc:ems:eureri:39630