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dc.contributor.authorLwin, Michael
dc.contributor.authorPhau, Ian
dc.contributor.editorSvetlana Bogomolova
dc.contributor.editorRichard Lee
dc.contributor.editorJenni Romaniuk
dc.date.accessioned2017-01-30T10:46:04Z
dc.date.available2017-01-30T10:46:04Z
dc.date.created2015-03-03T20:14:09Z
dc.date.issued2012
dc.identifier.citationLwin, M. and Phau, I. 2012. Exploring a New Measure for Reactive Guilt Appeals, in Bogomolova, S. and Lee, R. and Romaniuk, J. (ed), Australian and New Zealand Marketing Academy Conference, Dec 3-5 2012. Adelaide, South Australia: Australian and New Zealand Marketing Academy.
dc.identifier.urihttp://hdl.handle.net/20.500.11937/5438
dc.description.abstract

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.

dc.publisherAustralian and New Zealand Marketing Academy
dc.relation.urihttp://www.anzmac.org/conference_archive/2012/papers/466ANZMACFINAL.pdf
dc.titleExploring a New Measure for Reactive Guilt Appeals
dc.typeConference Paper
dcterms.source.issn1447-3275
dcterms.source.titleProceedings of the Australian and New Zealand Marketing Academy conference
dcterms.source.seriesProceedings of the Australian and New Zealand Marketing Academy conference
dcterms.source.conferenceAustralian and New Zealand Marketing Academy Conference
dcterms.source.conference-start-dateDec 3 2012
dcterms.source.conferencelocationAdelaide, South Australia
dcterms.source.placeAdelaide, South Australia
curtin.departmentSchool of Marketing
curtin.accessStatusFulltext not available


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