Exploring a New Measure for Guilt Appeals

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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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Bibliographic Details
Main Author:	Lwin, Michael
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

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