The Embarrassment Paradox: Encouraging Compensatory Consumption in Morality-Laden Contexts

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This research introduces the unique context of immoral inaction—situations in which consumers have the opportunity to engage in virtuous behaviors but opt against doing so. Through five studies I demonstrate that in such contexts, embarrassment—a negatively valenced self-conscious moral emotion evoked by the perception that one's behavior is worthy of judgment by others—interacts with the use of approach-motivated coping strategies to lead consumers to engage in prosocial compensatory behaviors. Though extant literature suggests that marketers seeking to evoke prosocial behaviors should employ communications and promotions framed to elicit consumers' guilt, such studies are based in contexts whereby individuals feel guilty … continued below

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vii, 85 pages

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Bennett, Andrea Rochelle August 2020.

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This dissertation is part of the collection entitled: UNT Theses and Dissertations and was provided by the UNT Libraries to the UNT Digital Library, a digital repository hosted by the UNT Libraries. It has been viewed 107 times. More information about this dissertation can be viewed below.

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  • Bennett, Andrea Rochelle

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This research introduces the unique context of immoral inaction—situations in which consumers have the opportunity to engage in virtuous behaviors but opt against doing so. Through five studies I demonstrate that in such contexts, embarrassment—a negatively valenced self-conscious moral emotion evoked by the perception that one's behavior is worthy of judgment by others—interacts with the use of approach-motivated coping strategies to lead consumers to engage in prosocial compensatory behaviors. Though extant literature suggests that marketers seeking to evoke prosocial behaviors should employ communications and promotions framed to elicit consumers' guilt, such studies are based in contexts whereby individuals feel guilty and/or embarrassed because of something they have done, not for something they did not do. This research suggests that that the condition of immoral inaction serves to evoke a contrasting psychological mechanism that reverses these findings, making embarrassment a more effective driver of desired outcomes when marketers seek to promote overcoming past inactions. These findings are discussed in light of their implications for research and application.

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vii, 85 pages

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  • August 2020

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  • Sept. 7, 2020, 10:29 a.m.

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  • Dec. 16, 2021, 12:24 p.m.

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Bennett, Andrea Rochelle. The Embarrassment Paradox: Encouraging Compensatory Consumption in Morality-Laden Contexts, dissertation, August 2020; Denton, Texas. (https://digital.library.unt.edu/ark:/67531/metadc1707317/: accessed May 26, 2024), University of North Texas Libraries, UNT Digital Library, https://digital.library.unt.edu; .

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