View Item 

Guilt appeals in advertising: the mediating roles of inferences of manipulative intent and attitude towards advertising

Access Status
Open access
Authors
Lwin, Michael
Phau, Ian
Date
2008
Type
Conference Paper

Metadata
Show full item record
Citation
Lwin, Michael and Phau, Ian. 2008. Guilt appeals in advertising: the mediating roles of inferences of manipulative intent and attitude towards advertising, in Spanjaard, D. and Denize, S. and Sharma, N. (ed), Proceedings of Australian and New Zealand Marketing Academy Conference, Dec 1 2008. Olympic Park, Sydney: University of Western Sydney.
Source Title
Proceedings of Australian and New Zealand Marketing Academy conference 2008
Source Conference
Australian and New Zealand Marketing Academy Conference
Faculty
Curtin Business School
School of Marketing
URI
Collection
Abstract

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 of guilt appeals in advertising. Guilt appeal is increasingly importantfor advertisers, due to changes in demographics and family lifestyles. It has led to higher prevalence of guilt appeals in luxury and symbolic brands which are previously unexplored. Based on the research gaps, a research framework is proposed to examine these untested relationships between attitude towards the ad, ad credibility, inferences of manipulative intentand guilt arousal. Potential contributions are also discussed.