Exploring the effectiveness of existential guilt appeal: durable products

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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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Bibliographic Details
Main Authors:	Lwin, Michael, Phau, Ian
Other Authors:	Paulo Rita
Format:	Conference Paper
Published:	European Marketing Academy 2012
Subjects:	advertising durable product jewelry existential guilt guilt appeal Tiffany
Online Access:	http://hdl.handle.net/20.500.11937/45526

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