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dc.contributor.authorLwin, Michael
dc.contributor.authorPhau, Ian
dc.date.accessioned2017-01-30T12:17:51Z
dc.date.available2017-01-30T12:17:51Z
dc.date.created2008-11-12T23:36:42Z
dc.date.issued2008
dc.identifier.citationLwin, Michael and Phau, Ian (2008) Guilt appeals in advertising: investigating the roles of inferences of manipulative intent and attitudes towards advertising, Marketing Insights: School of Marketing Working Paper Series: no. 200812, Curtin University of Technology, School of Marketing.
dc.identifier.urihttp://hdl.handle.net/20.500.11937/20179
dc.description.abstract

Guilt appeal has always been studied as a unified construct, literature however identifies three classifications of guilt namely, anticipatory, reactive and existential guilt, and this has left limiting our understanding of guilt appeals in advertising. This appeal is increasingly important for advertisers, due to changes in the Australian demographics, family lifestyles and societal values. These alterations have led to higher prevalence of guilt appeals in luxury and symbolic brands which are previously unexplored. Based on the research gaps, a research framework is proposed to examine these untested relationships between attitude towards the ad, ad credibility, inferences of manipulative intent and guilt arousal. Potential contributions are also discussed.

dc.publisherSchool of Marketing, Curtin Business School
dc.subjectInferences of manipulative intent
dc.subjectSymbolic brands
dc.subjectAustralia
dc.subjectGuilt appeals
dc.subjectAdvertising
dc.titleGuilt appeals in advertising: investigating the roles of inferences of manipulative intent and attitudes towards advertising
dc.typeWorking Paper
dcterms.source.volume2008012
dcterms.source.seriesMarketing Insights: School of Marketing Working Paper Series
curtin.identifierEPR-3303
curtin.accessStatusOpen access
curtin.facultyCurtin Business School
curtin.facultySchool of Marketing


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