Exploring the effectiveness of existential guilt appeal: durable products
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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 guilt appeal in the charitable donation context (e.g. Hibbert et al., 2007). Thus empirical findings from other contexts are needed, for example, the effectiveness of existential guilt appeal in the luxury durable context is unclear. The findings show no significant relationship between existential guilt appeal and purchase intentions. It questions why advertisers are using existential guilt appeal in luxury product advertisements. Managerial implications and future directions radiating from the results are discussed.
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Lwin, Michael; Phau, Ian (2012)Literature identifies three classifications of guilt namely, reactive, anticipatory, and existential guilt. Scholars have shown that specific types of guilt appeals can be effective in advertising (e.g. Hibbert et al. ...
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 ...
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 ...