View Item 

An exploratory study of reactive guilt appeals

Access Status
Open access
Authors
Lwin, Michael
Phau, Ian
Date
2011
Type
Conference Paper

Metadata
Show full item record
Citation
Lwin, M. and Phau, I. 2011. An exploratory study of reactive guilt appeals, in Kaynak, E. and Harcar (ed), 20th Annual World Business Congress, Jul 3-7 2011, pp. 304-309. Poznan, Poland: International Management Development Association.
Source Title
Advances in global management development
Source Conference
International Management Development Association Twentieth World Business Congress
ISBN
School
School of Marketing
URI
Collection
Abstract

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. However, attitude towards the brand increased the likelihood of purchase intentions. The research suggests that reactive guilt appeals are inappropriate for the durable consumer goods advertisements. It raises an interesting question why so many advertisers are utilising this type of guilt appeal to target consumers. Managerial implications and future directions radiating from the results are discussed.