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    The role of guilt appeals on donation behavior

    260790.pdf (311.0Kb)
    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. 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
    1888624108
    School
    School of Marketing
    URI
    http://hdl.handle.net/20.500.11937/62331
    Collection
    • Curtin Research Publications
    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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