The role of guilt appeals on donation behavior
Access Status
Open access
Authors
Lwin, Michael
Phau, Ian
Date
2011Type
Conference Paper
Metadata
Show full item recordCitation
Lwin, M. and Phau, I. 2011. The role of guilt appeals on donation behavior,in Kaynak, E. and Harcar (ed), 20th Annual World Business Congress, Jul 3-7 2011, pp. 299-303. 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
Collection
Abstract
This study explores the relationships between existential guilt, attitude towards the brand, inferences of manipulative intent (IMI) and actual donation behaviour. World Vision advertisement was used as the stimulus and the results show a positive relationship between existential guilt and actual donation behaviour. Interestingly, attitude towards the brand did not increase the likelihood of donations. IMI did not moderate the relationship between existential guilt and actual donation behavior. The research suggests that existential guilt appeals are appropriate for the charitable advertisements and it shows a direct link between guilt and actual donation behavior.
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