Guilt appeals in advertising: investigating the roles of inferences of manipulative intent and attitudes towards advertising
Guilt appeal has always been studied as a unified construct, literature however identifies three classifications of guilt namely, anticipatory, reactive and existential guilt, and this has left limiting our understanding of guilt appeals in advertising. This appeal is increasingly important for adv...
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| Format: | Working Paper |
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School of Marketing, Curtin Business School
2008
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| Online Access: | http://hdl.handle.net/20.500.11937/20179 |