Exploring existential guilt appeals in the context of charitable advertisements
This study explores the relationship between existential guilt, inferences of manipulative intent,attitude towards the brand, and donation behaviour intentions. A scale was also developed tomeasure existential guilt. Although it is exploratory in nature, it fills the gap in the literature thatguilt...
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| Format: | Conference Paper |
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University of Western Sydney
2008
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| Online Access: | http://hdl.handle.net/20.500.11937/13268 |