Using an experimental repeated-measures design (n 젲40), this study examines the level of embarrassment and repatronage intentions in relation to13 embarrassing service encounters.The manipulation of two independent variables,i.e. embarrassment source (i.e., service provider, others present and consumer) and embarrassment stimuli (violations of privacy,awkward acts, forgetfulness/error, image appropriateness and criticism ) are represented by 13 hypothetical scenarios included in a self-report survey.The findings have relevance for theory and practice and provide direction for future research in this area.