Countering embarrassment-avoidance by taking an observer's perspective

摘要

The fear of embarrassment can have harmful effects in many important consumer domains (e.g. health and financial), especially for high public self-consciousness (PUBSC) consumers. This research examines how adopting the perspective of an observer interacts with trait PUBSC to influence embarrassment-avoidance. Study 1 demonstrates that individuals high in PUBSC (vs. not) are more likely to take an actor's perspective and to feel personal distress when viewing an ad with an embarrassment appeal. Studies 2-3 show that seeing oneself as an observer is a helpful strategy for combatting embarrassment-avoidance for high PUBSC individuals. This process is effortful and requires cognitive resources. Together, Studies 1-3 demonstrate the power of our theory to explain, predict, and modify embarrassment-avoidance among individuals most likely to anticipate and avoid embarrassment.