Nerd Alert: When Ads Make Us Cringe

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The Marketing Architects

Marketing Architects

224 episodes

11 hours ago

Introducing a research-first podcast that builds revenue, not condos.

Answer questions on the biggest marketing trends and news with discussions based in marketing, psychology and economics research. Along the way, learn about marketing accountability, category leadership, brand-building and much more.

Featuring a team of experienced marketers whose blueprints for success are marketing strategies actually proven to work.

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Nerd Alert: When Ads Make Us Cringe

The Marketing Architects

9 minutes

2 months ago

Nerd Alert: When Ads Make Us Cringe

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

To learn more, visit marketingarchitects.com/podcast or subscribe to our newsletter at marketingarchitects.com/newsletter.

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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