Research output: Contribution to Journal/Magazine › Journal article › peer-review
Research output: Contribution to Journal/Magazine › Journal article › peer-review
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TY - JOUR
T1 - Advertising-induced embarrassment
AU - Puntoni, Stefano
AU - de Hooge, Ilona
AU - Verbeke, Willem
PY - 2015
Y1 - 2015
N2 - Consumer embarrassment is a concern for many advertisers. Yet little is known about ad-induced embarrassment. The authors investigate when and why consumers experience embarrassment as a result of exposure to socially sensitive advertisements. The theory distinguishes between viewing potentially embarrassing ads together with an audience that shares the social identity targeted by the ad and viewing the same ads together with an audience that does not share the targeted social identity. Four studies provide support for the theory, demonstrating that advertising targeting and social context jointly influence feelings of embarrassment and advertising effectiveness. These findings have important theoretical and practical implications for advertisers.
AB - Consumer embarrassment is a concern for many advertisers. Yet little is known about ad-induced embarrassment. The authors investigate when and why consumers experience embarrassment as a result of exposure to socially sensitive advertisements. The theory distinguishes between viewing potentially embarrassing ads together with an audience that shares the social identity targeted by the ad and viewing the same ads together with an audience that does not share the targeted social identity. Four studies provide support for the theory, demonstrating that advertising targeting and social context jointly influence feelings of embarrassment and advertising effectiveness. These findings have important theoretical and practical implications for advertisers.
U2 - 10.1080/00913367.2014.935899
DO - 10.1080/00913367.2014.935899
M3 - Journal article
VL - 44
SP - 71
EP - 79
JO - Journal of Advertising
JF - Journal of Advertising
SN - 0091-3367
IS - 1
ER -