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    Conceptualising guilt appeals in advertising : the mediating roles of inferences of manipulative intent and attitude towards advertising

    Lwin 2013.pdf (7.181Mb)
    Access Status
    Open access
    Authors
    Lwin, Michael
    Date
    2013
    Supervisor
    Prof. Ian Phau
    Type
    Thesis
    Award
    PhD
    
    Metadata
    Show full item record
    Faculty
    Business and Law
    School
    Marketing
    URI
    http://hdl.handle.net/20.500.11937/70366
    Collection
    • Curtin Theses
    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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    • Conceptualising anticipatory guilt in a non-durable consumer goods context
      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 ...
    • The role of anticipatory guilt in a non-durable consumer goods context
      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 ...
    • Exploring a New Measure for Guilt Appeals
      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). ...
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