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...
| Main Author: | |
|---|---|
| Format: | Conference Paper |
| Published: |
National Taipei University
2013
|
| 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 |
| _version_ | 1848760302265434112 |
|---|---|
| author | Lwin, Michael |
| author_facet | Lwin, Michael |
| author_sort | Lwin, Michael |
| building | Curtin Institutional Repository |
| collection | Online Access |
| description | 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 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 anticipatory guilt to advertising stimulus. The research is one of the first to explore a scale for anticipatory 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 | 2025-11-14T10:13:37Z |
| format | Conference Paper |
| id | curtin-20.500.11937-58604 |
| institution | Curtin University Malaysia |
| institution_category | Local University |
| last_indexed | 2025-11-14T10:13:37Z |
| publishDate | 2013 |
| publisher | National Taipei University |
| recordtype | eprints |
| repository_type | Digital Repository |
| spelling | curtin-20.500.11937-586042017-11-24T05:26:37Z Exploring a New Measure for Guilt Appeals Lwin, Michael 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 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 anticipatory guilt to advertising stimulus. The research is one of the first to explore a scale for anticipatory 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. 2013 Conference Paper http://hdl.handle.net/20.500.11937/58604 http://www.imda.cc/IMDA/IMDAWEB/imda/22%20World%20Business%20Congress/IMDA%202013%20Congress%20Proceedings%20June%2011%20(3).pdf National Taipei University restricted |
| spellingShingle | Lwin, Michael Exploring a New Measure for Guilt Appeals |
| title | Exploring a New Measure for Guilt Appeals |
| title_full | Exploring a New Measure for Guilt Appeals |
| title_fullStr | Exploring a New Measure for Guilt Appeals |
| title_full_unstemmed | Exploring a New Measure for Guilt Appeals |
| title_short | Exploring a New Measure for Guilt Appeals |
| title_sort | exploring a new measure for guilt appeals |
| url | 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 |