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...
| Main Authors: | , |
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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 |
| _version_ | 1848750235536326656 |
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| author | Lwin, Michael Phau, Ian |
| author_facet | Lwin, Michael Phau, Ian |
| author_sort | Lwin, Michael |
| building | Curtin Institutional Repository |
| collection | Online Access |
| description | 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 advertisers, due to changes in the Australian demographics, family lifestyles and societal values. These alterations have led to higher prevalence of guilt appeals in luxury and symbolic brands which are previously unexplored. Based on the research gaps, a research framework is proposed to examine these untested relationships between attitude towards the ad, ad credibility, inferences of manipulative intent and guilt arousal. Potential contributions are also discussed. |
| first_indexed | 2025-11-14T07:33:37Z |
| format | Working Paper |
| id | curtin-20.500.11937-20179 |
| institution | Curtin University Malaysia |
| institution_category | Local University |
| last_indexed | 2025-11-14T07:33:37Z |
| publishDate | 2008 |
| publisher | School of Marketing, Curtin Business School |
| recordtype | eprints |
| repository_type | Digital Repository |
| spelling | curtin-20.500.11937-201792017-01-30T12:17:51Z Guilt appeals in advertising: investigating the roles of inferences of manipulative intent and attitudes towards advertising Lwin, Michael Phau, Ian Inferences of manipulative intent Symbolic brands Australia Guilt appeals 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 advertisers, due to changes in the Australian demographics, family lifestyles and societal values. These alterations have led to higher prevalence of guilt appeals in luxury and symbolic brands which are previously unexplored. Based on the research gaps, a research framework is proposed to examine these untested relationships between attitude towards the ad, ad credibility, inferences of manipulative intent and guilt arousal. Potential contributions are also discussed. 2008 Working Paper http://hdl.handle.net/20.500.11937/20179 School of Marketing, Curtin Business School fulltext |
| spellingShingle | Inferences of manipulative intent Symbolic brands Australia Guilt appeals Advertising Lwin, Michael Phau, Ian Guilt appeals in advertising: investigating the roles of inferences of manipulative intent and attitudes towards advertising |
| title | Guilt appeals in advertising: investigating the roles of inferences of manipulative intent and attitudes towards advertising |
| title_full | Guilt appeals in advertising: investigating the roles of inferences of manipulative intent and attitudes towards advertising |
| title_fullStr | Guilt appeals in advertising: investigating the roles of inferences of manipulative intent and attitudes towards advertising |
| title_full_unstemmed | Guilt appeals in advertising: investigating the roles of inferences of manipulative intent and attitudes towards advertising |
| title_short | Guilt appeals in advertising: investigating the roles of inferences of manipulative intent and attitudes towards advertising |
| title_sort | guilt appeals in advertising: investigating the roles of inferences of manipulative intent and attitudes towards advertising |
| topic | Inferences of manipulative intent Symbolic brands Australia Guilt appeals Advertising |
| url | http://hdl.handle.net/20.500.11937/20179 |