8C Identity Related Embarrassment: When and Why People Compensate For Others’ Misbehavior

We propose that identity related embarrassment may arise by the wrongdoing of a fellow group member and that this experience triggers reparatory behaviors, but only when the spectator and the wrongdoer share a social identity that is distinct from that of others in the environment. Two experiments support our theory.


Julia E von Schuckmann, Lucia Salmonson Guimarães Barros, Grant Edward Donnelly, and Marco Bertini (2019) ,"8C Identity Related Embarrassment: When and Why People Compensate For Others’ Misbehavior", in NA - Advances in Consumer Research Volume 47, eds. Rajesh Bagchi, Lauren Block, and Leonard Lee, Duluth, MN : Association for Consumer Research, Pages: 989-989.


Julia E von Schuckmann, ESADE Business School, Spain
Lucia Salmonson Guimarães Barros, FGV-EAESP, Brazil
Grant Edward Donnelly, Ohio State University, USA
Marco Bertini, ESADE Business School, Spain


NA - Advances in Consumer Research Volume 47 | 2019

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