Please Don’T Praise It: How Compliments on Identity Signals Result in Embarrassment
Four studies show that receiving a compliment related to an identity signal often results in embarrassment, an arguably unforeseen and generally unwelcome self-conscious emotion. Consumer embarrassment depends on the conspicuousness of the signal as well as the extent to which the signal and one’s beliefs about oneself are incongruent.
Lisa A. Cavanaugh, Joseph C. Nunes, and Young Jee Han (2016) ,"Please Don’T Praise It: How Compliments on Identity Signals Result in Embarrassment", in NA - Advances in Consumer Research Volume 44, eds. Page Moreau, Stefano Puntoni, and , Duluth, MN : Association for Consumer Research, Pages: 70-75.
Lisa A. Cavanaugh, University of Southern California, USA
Joseph C. Nunes, University of Southern California, USA
Young Jee Han, Sungkyunkwan University, Korea
NA - Advances in Consumer Research Volume 44 | 2016
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