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dc.contributor.authorLwin, Michael
dc.contributor.authorPhau, Ian
dc.date.accessioned2018-02-01T05:24:37Z
dc.date.available2018-02-01T05:24:37Z
dc.date.created2018-02-01T04:59:45Z
dc.date.issued2014
dc.identifier.citationLwin, M. and Phau, I. 2014. An exploratory study of existential guilt appeals in charitable advertisements. Journal of Marketing Management. 30 (13-14): pp. 1467-1485.
dc.identifier.urihttp://hdl.handle.net/20.500.11937/62635
dc.identifier.doi10.1080/0267257X.2014.939215
dc.description.abstract

This study investigates the persuasive nature of existential guilt appeals in charitable advertisements. A television advertisement was used to test the direct and indirect relationships between existential guilt, attitude towards the charitable organisation, inferences of manipulative intent (IMIs) and charitable donation intentions. The findings show that attitude towards the charitable organisation has a direct and indirect impact on charitable donation intentions. However, IMI did not moderate the relationship between existential guilt and charitable donation intentions. The study suggests that future non-profit researchers should explore the role of emotional intensity and brand credibility on the effectiveness of each specific type of guilt appeal.

dc.publisherRoutledge
dc.relation.urihttp://www.tandfonline.com/doi/abs/10.1080/0267257X.2014.939215#.VOwrgfmUd8E
dc.subjectnon-profit advertising
dc.subjectcharitable donation
dc.subjectadvertising
dc.subjectexistential guilt
dc.subjectWorld Vision
dc.subjectguilt appeal
dc.titleAn exploratory study of existential guilt appeals in charitable advertisements
dc.typeJournal Article
dcterms.source.volume30
dcterms.source.number13-14
dcterms.source.startPage1467
dcterms.source.endPage1485
dcterms.source.issn0267-257X
dcterms.source.titleJournal of Marketing Management
curtin.departmentSchool of Marketing
curtin.accessStatusFulltext not available


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