Advertising-Induced Embarrassment

39 Pages Posted: 16 Apr 2013

See all articles by S. Puntoni

S. Puntoni

Erasmus University Rotterdam (EUR) - Rotterdam School of Management (RSM)

Ilona de Hooge

Erasmus University Rotterdam (EUR)

Willem Verbeke

Erasmus University Rotterdam (EUR) - Erasmus School of Economics (ESE)

Date Written: April 15, 2013

Abstract

Consumer embarrassment is an important concern for marketers. Yet, little is knownabout 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, social identity, embarrassment, self-conscious emotions

Suggested Citation

Puntoni, Stefano and de Hooge, Ilona and Verbeke, Willem, Advertising-Induced Embarrassment (April 15, 2013). ERIM Report Series Reference No. ERS-2013-003-MKT. Available at SSRN: https://ssrn.com/abstract=2251712

Stefano Puntoni (Contact Author)

Erasmus University Rotterdam (EUR) - Rotterdam School of Management (RSM) ( email )

P.O. Box 1738
Room T08-21
3000 DR Rotterdam, 3000 DR
Netherlands

Ilona De Hooge

Erasmus University Rotterdam (EUR) ( email )

Burgemeester Oudlaan 50
3000 DR Rotterdam, Zuid-Holland 3062PA
Netherlands

Willem Verbeke

Erasmus University Rotterdam (EUR) - Erasmus School of Economics (ESE) ( email )

P.O. Box 1738
3000 DR Rotterdam, NL 3062 PA
Netherlands

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