Exploring the effectiveness of existential guilt appeal: durable products
The study explores the relationships between existential guilt appeal, attitude towards the brand, inferences of manipulative intent, and purchase intentions. Research in advertising predominantly explores existential guilt appeal in the charitable donation context (e.g. Hibbert et al., 2007). Thus...
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| Format: | Conference Paper |
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European Marketing Academy
2012
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| Online Access: | http://hdl.handle.net/20.500.11937/45526 |