The Self-Conscious Consumer: Understanding and Mitigating Consumer Embarrassment

Embarrassment is a self-conscious emotion which requires awareness, deliberation, and self-reflection in order to occur. Across three studies, we examine how cognitive resources and deliberation influence self-appraisal and resulting embarrassment, and suggest strategies for marketers to mitigate or manage consumer embarrassment.


Kelly Herd, Nilufer Z. Aydinoglu, and Aradhna Krishna (2019) ,"The Self-Conscious Consumer: Understanding and Mitigating Consumer Embarrassment", in NA - Advances in Consumer Research Volume 47, eds. Rajesh Bagchi, Lauren Block, and Leonard Lee, Duluth, MN : Association for Consumer Research, Pages: 117-122.


Kelly Herd, University of Connecticut, USA
Nilufer Z. Aydinoglu, Koc University, Turkey
Aradhna Krishna, University of Michigan, USA


NA - Advances in Consumer Research Volume 47 | 2019

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