Embarrassed to Observe: The Effects of Directive Language in Brand Conversation

This podcast presents a summary of an article published in Psychology & Marketing by Andria Andriuzzi (Jean Monnet University) and Géraldine Michel (IAE Paris–Sorbonne, Université Paris 1 Panthéon-Sorbonne).

The research examines the impact of directive brand language in social media conversations. Through a field study and three experiments, the authors show that directive language can lower consumer engagement, as observers may experience vicarious embarrassment when brands appear too forceful. The effect is particularly strong in nonproduct-centered conversations, though strong brand–consumer relationships can lessen the damage.

The study highlights the crucial role of context and tone in brand–consumer interactions, offering valuable insights for social media and marketing practice.

This podcast was generated by AI.