Welcome to Nerd Alert, a series of special episodes bridging the gap between marketing academia and practitioners. We’re breaking down highly involved, complex research into plain language and takeaways any marketer can use.
In this episode, Elena and Rob explore why cringeworthy ads spread faster than good ones. They reveal how vicarious embarrassment drives word-of-mouth and why brands might benefit from being talked about badly rather than not at all.
Topics covered:
- [01:00] "That's So Cringe-Worthy: Understanding What Cringe Is and Why We Want to Share It"
- [03:00] The difference between empathetic embarrassment and cringe
- [04:00] Why Pepsi's Kendall Jenner ad generated more discussion than polished Super Bowl spots
- [05:00] How social comparison drives cringe sharing
- [06:00] Brand loyalty as a shield against cringe backlash
- [07:00] Recovery strategies for cringeworthy moments
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Resources:
Escoe, Brianna & Martin, Nathanael & Salerno, Anthony. (2025). That's So Cringeworthy! Understanding What Cringe Is and Why We Want to Share It. Journal of Marketing Research. 62. 10.1177/00222437241305104.
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