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.



Citation:

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.

Authors

Lisa A. Cavanaugh, University of Southern California, USA
Joseph C. Nunes, University of Southern California, USA
Young Jee Han, Sungkyunkwan University, Korea



Volume

NA - Advances in Consumer Research Volume 44 | 2016



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