Show simple item record

dc.contributor.authorLwin, Michael
dc.contributor.supervisorProf. Ian Phauen_US
dc.date.accessioned2018-09-04T06:32:29Z
dc.date.available2018-09-04T06:32:29Z
dc.date.issued2013
dc.identifier.urihttp://hdl.handle.net/20.500.11937/70366
dc.description.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.

en_US
dc.publisherCurtin Universityen_US
dc.titleConceptualising guilt appeals in advertising : the mediating roles of inferences of manipulative intent and attitude towards advertisingen_US
dc.typeThesisen_US
dcterms.educationLevelPhDen_US
curtin.departmentMarketingen_US
curtin.accessStatusOpen accessen_US
curtin.facultyBusiness and Lawen_US


Files in this item

Thumbnail

This item appears in the following Collection(s)

Show simple item record