Countering embarrassment-avoidance by taking an observer's perspective

The fear of embarrassment can have harmful effects in many important consumer domains (e.g. health and financial), especially for high public self-consciousness (PUBSC) consumers. This research examines how adopting the perspective of an observer interacts with trait PUBSC to influence embarrassment-avoidance. Study 1 demonstrates that individuals high in PUBSC (vs. not) are more likely to take an actor’s perspective and to feel personal...