8J Avoiding the Crowds or Embracing the Wisdom of Crowds: The Contrasting Effect of Public Versus Private Embarrassment on Conformity

• In Event: Working Paper Session & Reception
  In Working Paper Session: 8. Emotions

Short Abstract

This research examines how incidental embarrassment may influence consumer preference for conformity. Specifically, consumers who feel embarrassed in a public setting are less likely to conform to the crowd, while those who feel embarrassed in a private setting expressed a greater tendency to conform to the wisdom of crowds.

Authors

• Gopal Das, Indian Institute of Management Bangalore, India

• Xun (Irene) Huang, Nanyang Technological University, Singapore