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外文会议>AMA Summer Educators Conference
>YOU'RE SUCH AN EMBARRASSMENT! A QUALITATIVE STUDY OF THE DETERMINANTS AND CONSEQUENCES OF VICARIOUS EMBARRASSMENT IN CUSTOMER-TO-CUSTOMER INTERACTIONS IN THE SERVICE CONTEXT
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YOU'RE SUCH AN EMBARRASSMENT! A QUALITATIVE STUDY OF THE DETERMINANTS AND CONSEQUENCES OF VICARIOUS EMBARRASSMENT IN CUSTOMER-TO-CUSTOMER INTERACTIONS IN THE SERVICE CONTEXT
Consumers' vicarious embarrassment, which occurs when one "fellow customer" (Wu 2008, p. 1504) feels embarrassed for another, has not yet been analyzed in the service context. Krach et al. (2011) recently demonstrated the existence of vicarious embarrassment subsequent to a violation of social norms or standards. Nonetheless, the antecedents and consequences of vicarious embarrassment in a service context remain unclear and so are business consequences. Thus, our research aims are (1) to demonstrate the existence of vicarious embarrassment, (2) to identify the determinants of vicarious embarrassment, and (3) to identify and explain the consequences of vicarious embarrassment, including the corresponding emotions.
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