Exploring a New Measure for Reactive Guilt Appeals
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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. 2007). However researchers have relied on the use of unified guilt scale as a measure of specific types of guilt. Thus the paper highlights the inherent need for a specific scale. Using two studies, the research attempts to reach the gap in literature by developing a measure of consumer’s reactive guilt to advertising stimulus. The research is one of the first to explore a scale for reactive guilt in an advertising context. Considering the importance of the guilt appeals in advertising, the scale will be an effective tool for practitioners and scholars.
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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 ...
Guilt appeals in advertising: investigating the roles of inferences of manipulative intent and attitudes towards advertisingLwin, Michael; Phau, Ian (2008)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 ...
Lwin, Michael; Phau, Ian (2011)This study explores the relationships between reactive guilt, attitude towards the brand, inferences of manipulative intent and purchase intentions. Results show no relationship between reactive guilt and purchase intentions. ...