How Embarrassing For You (And Me): the Nature of Vicarious Embarrassment

Although embarrassment is regarded as a social phenomenon, vicarious embarrassment remains unstudied in consumer research. Vicarious embarrassment is the emotion observers feel when witnessing an embarrassing event. Thus observers cause, but also are affected by, embarrassment. We introduce blame as a causal mechanism behind vicarious embarrassment.


Alexander Ziegler, John Peloza, Alexis Allen, and Lucas Hopkins (2015) ,"How Embarrassing For You (And Me): the Nature of Vicarious Embarrassment", in NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl , Carolyn Yoon, and , Duluth, MN : Association for Consumer Research, Pages: 779-779.


Alexander Ziegler, University of Kentucky, USA
John Peloza, University of Kentucky, USA
Alexis Allen, University of Kentucky, USA
Lucas Hopkins, Florida State University, USA


NA - Advances in Consumer Research Volume 43 | 2015

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