Measuring the Effectiveness of Guilt Appeals in the Promotion of Certified Products
Access Status
Open access
Authors
Teah, Jun-Huan
Date
2017Supervisor
Prof. Ian Phau
Type
Thesis
Award
MPhil
Metadata
Show full item recordFaculty
Business and Law
School
School of Marketing
Collection
Abstract
The purpose of the research aims to examine the effectiveness of anticipatory guilt appeals on Fairtrade certified products. The results show consumers’ willingness to pay more for Fairtrade certified products when aroused by anticipatory guilt. The results have also shown the importance of varying the levels of perceived inferences of manipulative intent to desired levels of guilt arousal. Self-efficacy has been shown to moderate the relationship between anticipatory guilt arousal and willingness to pay more.
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