The role of anticipatory guilt in a non-durable consumer goods context

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The role of anticipatory guilt in a non-durable consumer goods context

The purpose of this study was to explore the effectiveness of a specific type of guilt appeal. The literature suggests that there are three types of guilt appeals. However the effectiveness of each type of guilt appeal is unclear. This study will investigate the effectiveness of one type of guilt ap...

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Bibliographic Details
Main Author:	Lwin, Michael
Format:	Working Paper
Published:	School of Marketing, Curtin Business School 2010
Subjects:	anticipatory guilt purchase intentions Guilt appeal non-durable consumer goods
Online Access:	http://hdl.handle.net/20.500.11937/22932

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