Exploring a New Measure for Reactive Guilt Appeals

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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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Bibliographic Details
Main Authors:	Lwin, Michael, Phau, Ian
Other Authors:	Svetlana Bogomolova
Format:	Conference Paper
Published:	Australian and New Zealand Marketing Academy 2012
Online Access:	http://www.anzmac.org/conference_archive/2012/papers/466ANZMACFINAL.pdf http://hdl.handle.net/20.500.11937/5438

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