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...
| Main Authors: | , |
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| Other Authors: | |
| 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 |
| _version_ | 1848744796966879232 |
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| author | Lwin, Michael Phau, Ian |
| author2 | Svetlana Bogomolova |
| author_facet | Svetlana Bogomolova Lwin, Michael Phau, Ian |
| author_sort | Lwin, Michael |
| building | Curtin Institutional Repository |
| collection | Online Access |
| description | 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 measure of specific types of guilt. Thus the paper highlights the inherent need for a specific scale. Using two studies, the research attempts to reach the gap in literature by developing a measure of consumer’s reactive guilt to advertising stimulus. The research is one of the first to explore a scale for reactive guilt in an advertising context. Considering the importance of the guilt appeals in advertising, the scale will be an effective tool for practitioners and scholars. |
| first_indexed | 2025-11-14T06:07:10Z |
| format | Conference Paper |
| id | curtin-20.500.11937-5438 |
| institution | Curtin University Malaysia |
| institution_category | Local University |
| last_indexed | 2025-11-14T06:07:10Z |
| publishDate | 2012 |
| publisher | Australian and New Zealand Marketing Academy |
| recordtype | eprints |
| repository_type | Digital Repository |
| spelling | curtin-20.500.11937-54382023-02-02T07:57:36Z Exploring a New Measure for Reactive Guilt Appeals Lwin, Michael Phau, Ian Svetlana Bogomolova Richard Lee Jenni Romaniuk 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 measure of specific types of guilt. Thus the paper highlights the inherent need for a specific scale. Using two studies, the research attempts to reach the gap in literature by developing a measure of consumer’s reactive guilt to advertising stimulus. The research is one of the first to explore a scale for reactive guilt in an advertising context. Considering the importance of the guilt appeals in advertising, the scale will be an effective tool for practitioners and scholars. 2012 Conference Paper http://hdl.handle.net/20.500.11937/5438 http://www.anzmac.org/conference_archive/2012/papers/466ANZMACFINAL.pdf Australian and New Zealand Marketing Academy restricted |
| spellingShingle | Lwin, Michael Phau, Ian Exploring a New Measure for Reactive Guilt Appeals |
| title | Exploring a New Measure for Reactive Guilt Appeals |
| title_full | Exploring a New Measure for Reactive Guilt Appeals |
| title_fullStr | Exploring a New Measure for Reactive Guilt Appeals |
| title_full_unstemmed | Exploring a New Measure for Reactive Guilt Appeals |
| title_short | Exploring a New Measure for Reactive Guilt Appeals |
| title_sort | exploring a new measure for reactive guilt appeals |
| url | http://www.anzmac.org/conference_archive/2012/papers/466ANZMACFINAL.pdf http://hdl.handle.net/20.500.11937/5438 |