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


With or Without You: When Second Person Pronouns Engage Listeners

Grant M Packard, Wilfrid Laurier University, Canada
Jonah Berger, University of Pennsylvania, USA

Read More


How Incremental Theory Enhances or Reduces Charitable Giving

Alyssa Yoon, Korea University, Korea
Jongwon Park, Korea University, Korea

Read More


N4. Induction of Construal-Level Mindset via Surprise and the Follow-up Effect on Consumer Evaluations and Judgments

Atul A Kulkarni, University of Missouri, USA
Joëlle Vanhamme, EDHEC Business School, France

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.