Exploring a New Measure for Reactive Guilt Appeals
Literature identifies three classifications of guilt namely, reactive, anticipatory, and existential guilt. Scholars have shown that specific types of guilt appeals can be effective in advertising (e.g. Hibbert et al. 2007). However researchers have relied on the use of unified guilt scale as a meas...
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| Format: | Conference Paper |
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Australian and New Zealand Marketing Academy
2012
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| Online Access: | http://www.anzmac.org/conference_archive/2012/papers/466ANZMACFINAL.pdf http://hdl.handle.net/20.500.11937/5438 |