An exploratory study of existential guilt appeals in charitable advertisements
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The study identifies the persuasive nature of negative emotional appeals, specifically the use of existential guilt appeals in charitable advertisements. A World Vision television ad was used to test the relationships between existential guilt, attitude towards the charitable organisation, inferences of manipulative intent, and charitable donation intentions. Attitude towards the charitable organisation was shown to have a direct and indirect impact on charitable donation intentions. However, inferences of manipulative intent did not moderate the relationship between existential guilt and charitable donation intentions. The study suggests future non-profit researchers should explore the role of emotional intensity and brand credibility on the effectiveness of each specific type of guilt appeal. Managerial implications and future directions are also discussed.
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Lwin, Michael; Phau, Ian (2012)The study explores the relationships between existential guilt appeal, attitude towards the brand, inferences of manipulative intent, and purchase intentions. Research in advertising predominantly explores existential ...
Lwin, Michael; Phau, Ian (2011)This study explores the relationships between existential guilt, attitude towards the brand, inferences of manipulative intent (IMI) and actual donation behaviour. World Vision advertisement was used as the stimulus and ...
Guilt appeals in advertising: the mediating roles of inferences of manipulative intent and attitude towards advertisingLwin, Michael; Phau, Ian (2008)Literature identifies three classifications of guilt namely, anticipatory, reactive and existential guilt. However most studies in guilt are devoted towards charitable advertisements and this has limited our understanding ...