Consumer embarrassment is an important concern for marketers. Yet, little is knownabout embarrassment in passive situations like advertising viewing. The authors investigate when and why consumers experience embarrassment as a result of exposure to socially sensitive advertisements. The theory...

This paper examines how identity primes and social distinctiveness influence identity salience (i.e., the activation of a social identity within an individual's social self-schema) and subsequent responses to targeted advertising. Across two studies, individuals who were exposed to an identity...