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dc.contributor.authorLwin, Michael
dc.contributor.authorPhau, Ian
dc.contributor.editorErdener Kaynak
dc.contributor.editorTalha Harcar
dc.identifier.citationLwin, 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.

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.

dc.publisherInternational Management Development Association
dc.titleThe role of guilt appeals on donation behavior
dc.typeConference Paper
dcterms.source.titleAdvances in global management development
dcterms.source.seriesAdvances in global management development
dcterms.source.conferenceInternational Management Development Association Twentieth World Business Congress
dcterms.source.conference-start-dateJul 3 2011
dcterms.source.conferencelocationPoznan, Poland
curtin.departmentSchool of Marketing
curtin.accessStatusOpen access

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