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...
| Main Authors: | , |
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| Other Authors: | |
| Format: | Conference Paper |
| Published: |
European Marketing Academy
2012
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| Subjects: | |
| Online Access: | http://hdl.handle.net/20.500.11937/45526 |
| _version_ | 1848757310134943744 |
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| author | Lwin, Michael Phau, Ian |
| author2 | Paulo Rita |
| author_facet | Paulo Rita Lwin, Michael Phau, Ian |
| author_sort | Lwin, Michael |
| building | Curtin Institutional Repository |
| collection | Online Access |
| description | 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 empirical findings from other contexts are needed, for example, the effectiveness of existential guilt appeal in the luxury durable context is unclear. The findings show no significant relationship between existential guilt appeal and purchase intentions. It questions why advertisers are using existential guilt appeal in luxury product advertisements. Managerial implications and future directions radiating from the results are discussed. |
| first_indexed | 2025-11-14T09:26:03Z |
| format | Conference Paper |
| id | curtin-20.500.11937-45526 |
| institution | Curtin University Malaysia |
| institution_category | Local University |
| last_indexed | 2025-11-14T09:26:03Z |
| publishDate | 2012 |
| publisher | European Marketing Academy |
| recordtype | eprints |
| repository_type | Digital Repository |
| spelling | curtin-20.500.11937-455262017-01-30T15:21:24Z Exploring the effectiveness of existential guilt appeal: durable products Lwin, Michael Phau, Ian Paulo Rita advertising durable product jewelry existential guilt guilt appeal Tiffany 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 empirical findings from other contexts are needed, for example, the effectiveness of existential guilt appeal in the luxury durable context is unclear. The findings show no significant relationship between existential guilt appeal and purchase intentions. It questions why advertisers are using existential guilt appeal in luxury product advertisements. Managerial implications and future directions radiating from the results are discussed. 2012 Conference Paper http://hdl.handle.net/20.500.11937/45526 European Marketing Academy restricted |
| spellingShingle | advertising durable product jewelry existential guilt guilt appeal Tiffany Lwin, Michael Phau, Ian Exploring the effectiveness of existential guilt appeal: durable products |
| title | Exploring the effectiveness of existential guilt appeal: durable products |
| title_full | Exploring the effectiveness of existential guilt appeal: durable products |
| title_fullStr | Exploring the effectiveness of existential guilt appeal: durable products |
| title_full_unstemmed | Exploring the effectiveness of existential guilt appeal: durable products |
| title_short | Exploring the effectiveness of existential guilt appeal: durable products |
| title_sort | exploring the effectiveness of existential guilt appeal: durable products |
| topic | advertising durable product jewelry existential guilt guilt appeal Tiffany |
| url | http://hdl.handle.net/20.500.11937/45526 |