The role of existential guilt appeals in charitable advertisements
This study focuses on existential guilt and it explores the relationship between existential guilt, inferences of manipulative intent, attitude towards the brand, and donation behaviour intentions. A scale was also developed to measure existential guilt. Although it is exploratory in nature, it fill...
| Main Authors: | , |
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| Format: | Working Paper |
| Published: |
School of Marketing, Curtin Business School
2008
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| Subjects: | |
| Online Access: | http://hdl.handle.net/20.500.11937/27923 |
| _version_ | 1848752398290386944 |
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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 | This study focuses on existential guilt and it explores the relationship between existential guilt, inferences of manipulative intent, attitude towards the brand, and donation behaviour intentions. A scale was also developed to measure existential guilt. Although it is exploratory in nature, it fills the gap in the literature that guilt is not a unified construct and should be measured separately. This research found that consumers perceived World Vision?s ad to be non-manipulative and suggested that consumers had a very strong attitude towards the brand. The results implied that advertisers could employ more intensive existential guilt ads for credible brands and potential contributions are also discussed. |
| first_indexed | 2025-11-14T08:07:59Z |
| format | Working Paper |
| id | curtin-20.500.11937-27923 |
| institution | Curtin University Malaysia |
| institution_category | Local University |
| last_indexed | 2025-11-14T08:07:59Z |
| publishDate | 2008 |
| publisher | School of Marketing, Curtin Business School |
| recordtype | eprints |
| repository_type | Digital Repository |
| spelling | curtin-20.500.11937-279232017-01-30T13:01:57Z The role of existential guilt appeals in charitable advertisements Lwin, Michael Phau, Ian Existential guilt Guilt appeals Charitable advertisements Charity This study focuses on existential guilt and it explores the relationship between existential guilt, inferences of manipulative intent, attitude towards the brand, and donation behaviour intentions. A scale was also developed to measure existential guilt. Although it is exploratory in nature, it fills the gap in the literature that guilt is not a unified construct and should be measured separately. This research found that consumers perceived World Vision?s ad to be non-manipulative and suggested that consumers had a very strong attitude towards the brand. The results implied that advertisers could employ more intensive existential guilt ads for credible brands and potential contributions are also discussed. 2008 Working Paper http://hdl.handle.net/20.500.11937/27923 School of Marketing, Curtin Business School fulltext |
| spellingShingle | Existential guilt Guilt appeals Charitable advertisements Charity Lwin, Michael Phau, Ian The role of existential guilt appeals in charitable advertisements |
| title | The role of existential guilt appeals in charitable advertisements |
| title_full | The role of existential guilt appeals in charitable advertisements |
| title_fullStr | The role of existential guilt appeals in charitable advertisements |
| title_full_unstemmed | The role of existential guilt appeals in charitable advertisements |
| title_short | The role of existential guilt appeals in charitable advertisements |
| title_sort | role of existential guilt appeals in charitable advertisements |
| topic | Existential guilt Guilt appeals Charitable advertisements Charity |
| url | http://hdl.handle.net/20.500.11937/27923 |