Advertising-induced embarrassment

Puntoni, Stefano and de Hooge, Ilona and Verbeke, Willem (2015) Advertising-induced embarrassment. Journal of Advertising, 44 (1). pp. 71-79. ISSN 0091-3367

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Consumer embarrassment is a concern for many advertisers. Yet little is known about ad-induced embarrassment. 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 ad 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 influence feelings of embarrassment and advertising effectiveness. These findings have important theoretical and practical implications for advertisers.

Item Type:
Journal Article
Journal or Publication Title:
Journal of Advertising
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Deposited On:
09 Apr 2015 08:47
Last Modified:
22 Nov 2022 01:40