Exploring a New Measure for Guilt Appeals
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Literature identifies three classifications of guilt namely, anticipatory, reactive, and existential guilt. Scholars have shown that specific types of guilt appeals can be effective in advertising (e.g. Lindsey, 2005). 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 anticipatory guilt to advertising stimulus. The research is one of the first to explore a scale for anticipatory 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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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. ...
Lwin, Michael; Phau, Ian (2008)This study focuses on existential guilt and it explores the relationship between existential guilt, inferences of manipulative intent, attitude towards the brand, and donation behaviour intentions. A scale was also developed ...
Conceptualising guilt appeals in advertising : the mediating roles of inferences of manipulative intent and attitude towards advertisingLwin, Michael (2013)This research developed and validated three guilt arousal scales specifically pertaining to existential, reactive and anticipatory guilt. It also provides a holistic model that investigates how ad credibility, attitude ...