Effects of Embarrassment on Self-Serving Bias and Behavioral Response in the Context of Service Failure

• Published in: Behavioral sciences Vol. 14; no. 2; p. 136
• Main Authors: Hu, Kai-Chieh, Tsai, Hsin-Lin
• Format: Journal Article
• Language: English
• Published: Switzerland MDPI AG 01.02.2024
• Subjects: Attribution theory; behavioral response; Consumer behavior; Consumers; Customer services; embarrassment; Emotions; Employees; Failure; Marketing research; Self esteem; self-serving bias; service failures; Threats; behavioral response; self-serving bias; service failures; embarrassment

Previous research has focused on examining embarrassment in sensitive product purchase situations. Although embarrassment is a widespread emotion in consumption situations, few studies have explored its impact on service encounters, especially in the service failure context. This study examines how...