An exploratory study of reactive guilt appeals
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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.
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Guilt appeals in advertising: investigating the roles of inferences of manipulative intent and attitudes towards advertisingLwin, Michael; Phau, Ian (2008)Guilt appeal has always been studied as a unified construct, literature however identifies three classifications of guilt namely, anticipatory, reactive and existential guilt, and this has left limiting our understanding ...
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 ...
Lwin, Michael; Phau, Ian (2010)The purpose of this study was to explore the effectiveness of a specific type of guilt appeal. The literature suggests that there are three types of guilt appeals. However the effectiveness of each type of guilt appeal ...