Conceptualising guilt appeals in advertising : the mediating roles of inferences of manipulative intent and attitude towards advertising
Access Status
Open access
Authors
Lwin, Michael
Date
2013Supervisor
Prof. Ian Phau
Type
Thesis
Award
PhD
Metadata
Show full item recordFaculty
Business and Law
School
Marketing
Collection
Abstract
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 towards the advertisement, inferences of manipulative intent and purchase intention influence each type of guilt in three product categories in the luxury industry. It provides scholars, policy and decision makers a blueprint for strategic initiatives on the relative effectiveness of guilt appeals in the advertising industry.
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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 ...
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Lwin, Michael (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 ...
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Lwin, Michael (2013)Literature identifies three classifications of guilt namely, anticipatory, reactive, and existential guilt. Scholars have shown that specific types of guilt appeals can be effective in advertising (e.g. Lindsey, 2005). ...