The Viciousness and Caring of Sharing: Conflicts and Motivations of Online Shamers

Online shaming entails two contradictory outcomes: informal enforcement against deviant behavior, and violation of privacy rights. A set of studies demonstrates this duality and emphasizes the role of moral concerns in driving participation in online shaming. The results further highlight the effect of high (vs. low) identifiability of the wrongdoer.


Chen Pundak, Yael Steinhart, and Jacob Goldenberg (2018) ,"The Viciousness and Caring of Sharing: Conflicts and Motivations of Online Shamers", in NA - Advances in Consumer Research Volume 46, eds. Andrew Gershoff, Robert Kozinets, and Tiffany White, Duluth, MN : Association for Consumer Research, Pages: 752-753.


Chen Pundak, Tel Aviv University, Israel
Yael Steinhart, Tel Aviv University, Israel
Jacob Goldenberg, IDC


NA - Advances in Consumer Research Volume 46 | 2018

Share Proceeding

Featured papers

See More


Paying to Be Social? How Materialism Shapes Spending on Friends

William Ding, Washington State University, USA
David Sprott, Washington State University, USA
Andrew Perkins, Washington State University, USA

Read More


Consuming Commodified Selves – Accelerated Identity Co-Construction Dynamics Through Fashion Performances on Instagram

Jonathan David Schöps, University of Innsbruck, Austria

Read More


The Effect of Fertility on Women’s Word-of-Mouth Behavior

Sevincgul Ulu, Rutgers University, USA
Kristina Durante, Rutgers University, USA
Jonah Berger, University of Pennsylvania, USA
Aekyoung Kim, Rutgers University, USA

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.