Exploring existential guilt appeals in the context of charitable advertisements

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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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Bibliographic Details
Main Authors:	Lwin, Michael, Phau, Ian
Other Authors:	Daniela Spanjaard
Format:	Conference Paper
Published:	University of Western Sydney 2008
Subjects:	Existential guilt Guilt appeal Donation behaviour intention World Vision Charitable advertisement
Online Access:	http://hdl.handle.net/20.500.11937/13268

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