Show simple item record

dc.contributor.authorLwin, Michael
dc.identifier.citationLwin, M. 2013. Exploring a New Measure for Guilt Appeals, International Management Development Association Conference, Jun 25 2013, pp. 284-286. Taipei, Taiwan: National Taipei University.

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.

dc.publisherNational Taipei University
dc.titleExploring a New Measure for Guilt Appeals
dc.typeConference Paper
dcterms.source.titleProceedings of the International Management Development Association conference 2013
dcterms.source.seriesProceedings of the International Management Development Association conference 2013
dcterms.source.conferenceInternational Management Development Association Conference
dcterms.source.conference-start-dateJun 25 2013
dcterms.source.conferencelocationTaipei, Taiwan
curtin.departmentSchool of Marketing
curtin.accessStatusFulltext not available

Files in this item


There are no files associated with this item.

This item appears in the following Collection(s)

Show simple item record