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    Exploring existential guilt appeals in the context of charitable advertisements

    115134_9047_53 - C - Lwin _ Phau 1 ANZMAC 08 Exploring existential guilt appeals.pdf (131.2Kb)
    Access Status
    Open access
    Authors
    Lwin, Michael
    Phau, Ian
    Date
    2008
    Type
    Conference Paper
    
    Metadata
    Show full item record
    Citation
    Lwin, Michael and Phau, Ian. 2008. Exploring existential guilt appeals in the context of charitable advertisements, in Spanjaard, D. and Denize, S. and Sharma, N. (ed), Proceedings of Australian and New Zealand Marketing Academy Conference, Dec 1 2008. Olympic Park, Sydney: University of Western Sydney.
    Source Title
    Proceedings of Australian and New Zealand Marketing Academy conference 2008
    Source Conference
    Australian and New Zealand Marketing Academy Conference
    Faculty
    Curtin Business School
    School of Marketing
    URI
    http://hdl.handle.net/20.500.11937/13268
    Collection
    • Curtin Research Publications
    Abstract

    This study explores the relationship between existential guilt, inferences of manipulative intent,attitude towards the brand, and donation behaviour intentions. A scale was also developed tomeasure existential guilt. Although it is exploratory in nature, it fills the gap in the literature thatguilt is not a unified construct and should be measured separately. This research found thatconsumers perceived World Vision?s ad to be non-manipulative and suggested that consumershad a very strong attitude towards the brand. The results implied that advertisers could employmore intensive existential guilt ads for credible brands and potential contributions are alsodiscussed.

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