Exploring a New Measure for Guilt Appeals
Literature identifies three classifications of guilt namely, anticipatory, reactive, and existential guilt. Scholars have shown that specific types of guilt appeals can be effective in advertising (e.g. Lindsey, 2005). However researchers have relied on the use of unified guilt scale as a measure of...
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| Format: | Conference Paper |
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National Taipei University
2013
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| Online Access: | http://www.imda.cc/IMDA/IMDAWEB/imda/22%20World%20Business%20Congress/IMDA%202013%20Congress%20Proceedings%20June%2011%20(3).pdf http://hdl.handle.net/20.500.11937/58604 |