Feeling Flattered Or Flawed? the Effects of Consumer Embarrassment on Self-Perception

In a sequence of studies, we find that embarrassment stemming from personal mistakes (negative trigger) and special treatment (positive trigger) has a negative impact on consumers' self-perceptions. These effects are augmented by emotional contagion and mediated by feelings of social rejection.


Tracy Rank-Christman and Danielle Warren (2017) ,"Feeling Flattered Or Flawed? the Effects of Consumer Embarrassment on Self-Perception", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 1076-1076.


Tracy Rank-Christman, University of Wisconsin - Milwaukee, USA
Danielle Warren, Rutgers University, USA


NA - Advances in Consumer Research Volume 45 | 2017

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