||Embarrassmet is a very common emotion but usually hard to express, which plays a very important role in social encounter. There are many reasons why people feel embarrassed, like being criticized, making a fool of oneself, performaning inferior to self or other people’s expectation, and so on. The social encounter attribute in service marketing not only is the basic condition for embarrassment but also fits the Social Impact Theory. However, most studies on embarrassment dedicated their attention to personal psychology and social encounter; few of them are about product buying behavior. Therefore this study would verify the impact of embarrassment in service encounter, test how the severity of embarrassing event and numbers of others on site influent consumers’ emotional and behavioral reaction. Besides, researcher puts social comparison theory and consumer pre-consumption mood into the study to verify the impact of consumers’ original mood and others’ relevance to consumers’ percepted embarrassment and behavioral reaction. |
The research material in Experiment 1 is a story about shopping in a clothe counter in department store. Reseracher finds out that the severity of embarrassing event (the criticism from counter sales representative) and numbers of others on site have different impact on perceived embarrassment. The negative emotion arised from embarrassment mediates their behavioral reaction; the stronger the negative emotion, the stronger ther leaving intention and negative word of mouth are. In Experiment 2, researcher verifies that consumers’ pre-consumption mood and others’ relevance moderate the impact of embarrassment to consumers’emotional and behavioral reaction.
The major contribution of this study is that we put “embarrassment” as the leading role of this study and prove that one’s mood and other customers on site have impact on service encounter. In the end of this article, researcher provides managerial implication, research restriction, and the future research directions.