Guilt appeals in advertising: investigating the roles of inferences of manipulative intent and attitudes towards advertising

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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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Bibliographic Details
Main Authors:	Lwin, Michael, Phau, Ian
Format:	Working Paper
Published:	School of Marketing, Curtin Business School 2008
Subjects:	Inferences of manipulative intent Symbolic brands Australia Guilt appeals Advertising
Online Access:	http://hdl.handle.net/20.500.11937/20179

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