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

The consumer embarrassment literature focuses largely ignores observer embarrassment. However, the negative effects of embarrassment are not contained on an actor level but also impact observers. We find evidence that observer embarrassment results in negative consumption experiences for the unrelated observer and introduce boundary conditions for the effect.


Alexander Ziegler, John Peloza, and Alexis Allen (2016) ,"How Embarrassing For You (And Me): the Nature of Observer Embarrassment", in NA - Advances in Consumer Research Volume 44, eds. Page Moreau, Stefano Puntoni, and , Duluth, MN : Association for Consumer Research, Pages: 706-706.


Alexander Ziegler, University of Kentucky, USA
John Peloza, University of Kentucky, USA
Alexis Allen, University of Kentucky, USA


NA - Advances in Consumer Research Volume 44 | 2016

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