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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| Other Authors: | |
| 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 |
| _version_ | 1848748301820624896 |
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| author | Lwin, Michael Phau, Ian |
| author2 | Daniela Spanjaard |
| author_facet | Daniela Spanjaard Lwin, Michael Phau, Ian |
| author_sort | Lwin, Michael |
| building | Curtin Institutional Repository |
| collection | Online Access |
| description | 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 is not a unified construct and should be measured separately. This research found thatconsumers perceived World Vision?s ad to be non-manipulative and suggested that consumershad a very strong attitude towards the brand. The results implied that advertisers could employmore intensive existential guilt ads for credible brands and potential contributions are alsodiscussed. |
| first_indexed | 2025-11-14T07:02:52Z |
| format | Conference Paper |
| id | curtin-20.500.11937-13268 |
| institution | Curtin University Malaysia |
| institution_category | Local University |
| last_indexed | 2025-11-14T07:02:52Z |
| publishDate | 2008 |
| publisher | University of Western Sydney |
| recordtype | eprints |
| repository_type | Digital Repository |
| spelling | curtin-20.500.11937-132682022-11-21T06:47:04Z Exploring existential guilt appeals in the context of charitable advertisements Lwin, Michael Phau, Ian Daniela Spanjaard Sara Denize Neeru Sharma Existential guilt Guilt appeal Donation behaviour intention World Vision Charitable advertisement 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 is not a unified construct and should be measured separately. This research found thatconsumers perceived World Vision?s ad to be non-manipulative and suggested that consumershad a very strong attitude towards the brand. The results implied that advertisers could employmore intensive existential guilt ads for credible brands and potential contributions are alsodiscussed. 2008 Conference Paper http://hdl.handle.net/20.500.11937/13268 University of Western Sydney fulltext |
| spellingShingle | Existential guilt Guilt appeal Donation behaviour intention World Vision Charitable advertisement Lwin, Michael Phau, Ian Exploring existential guilt appeals in the context of charitable advertisements |
| title | Exploring existential guilt appeals in the context of charitable advertisements |
| title_full | Exploring existential guilt appeals in the context of charitable advertisements |
| title_fullStr | Exploring existential guilt appeals in the context of charitable advertisements |
| title_full_unstemmed | Exploring existential guilt appeals in the context of charitable advertisements |
| title_short | Exploring existential guilt appeals in the context of charitable advertisements |
| title_sort | exploring existential guilt appeals in the context of charitable advertisements |
| topic | Existential guilt Guilt appeal Donation behaviour intention World Vision Charitable advertisement |
| url | http://hdl.handle.net/20.500.11937/13268 |