Guilt appeals in advertising: the mediating roles of inferences of manipulative intent and attitude towards advertising
Literature identifies three classifications of guilt namely, anticipatory, reactive and existential guilt. However most studies in guilt are devoted towards charitable advertisements and this has limited our understanding of guilt appeals in advertising. Guilt appeal is increasingly importantfor adv...
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| Format: | Conference Paper |
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University of Western Sydney
2008
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| Online Access: | http://hdl.handle.net/20.500.11937/6120 |