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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| Other Authors: | |
| 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 |
| _version_ | 1848744985421152256 |
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| author | Lwin, Michael Phau, Ian |
| author2 | Daniela Spanjaard |
| author_facet | Daniela Spanjaard Lwin, Michael Phau, Ian |
| author_sort | Lwin, Michael |
| building | Curtin Institutional Repository |
| collection | Online Access |
| description | 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 advertisers, due to changes in demographics and family lifestyles. It has led to higher prevalence of guilt appeals in luxury and symbolic brands which are previously unexplored. Based on the research gaps, a research framework is proposed to examine these untested relationships between attitude towards the ad, ad credibility, inferences of manipulative intentand guilt arousal. Potential contributions are also discussed. |
| first_indexed | 2025-11-14T06:10:10Z |
| format | Conference Paper |
| id | curtin-20.500.11937-6120 |
| institution | Curtin University Malaysia |
| institution_category | Local University |
| last_indexed | 2025-11-14T06:10:10Z |
| publishDate | 2008 |
| publisher | University of Western Sydney |
| recordtype | eprints |
| repository_type | Digital Repository |
| spelling | curtin-20.500.11937-61202022-11-21T05:19:39Z Guilt appeals in advertising: the mediating roles of inferences of manipulative intent and attitude towards advertising Lwin, Michael Phau, Ian Daniela Spanjaard Sara Denize Neeru Sharma Luxury and symbolic brand Inferences of manipulative intent Guilt appeal Guilt classifications Ad credibility 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 advertisers, due to changes in demographics and family lifestyles. It has led to higher prevalence of guilt appeals in luxury and symbolic brands which are previously unexplored. Based on the research gaps, a research framework is proposed to examine these untested relationships between attitude towards the ad, ad credibility, inferences of manipulative intentand guilt arousal. Potential contributions are also discussed. 2008 Conference Paper http://hdl.handle.net/20.500.11937/6120 University of Western Sydney fulltext |
| spellingShingle | Luxury and symbolic brand Inferences of manipulative intent Guilt appeal Guilt classifications Ad credibility Lwin, Michael Phau, Ian Guilt appeals in advertising: the mediating roles of inferences of manipulative intent and attitude towards advertising |
| title | Guilt appeals in advertising: the mediating roles of inferences of manipulative intent and attitude towards advertising |
| title_full | Guilt appeals in advertising: the mediating roles of inferences of manipulative intent and attitude towards advertising |
| title_fullStr | Guilt appeals in advertising: the mediating roles of inferences of manipulative intent and attitude towards advertising |
| title_full_unstemmed | Guilt appeals in advertising: the mediating roles of inferences of manipulative intent and attitude towards advertising |
| title_short | Guilt appeals in advertising: the mediating roles of inferences of manipulative intent and attitude towards advertising |
| title_sort | guilt appeals in advertising: the mediating roles of inferences of manipulative intent and attitude towards advertising |
| topic | Luxury and symbolic brand Inferences of manipulative intent Guilt appeal Guilt classifications Ad credibility |
| url | http://hdl.handle.net/20.500.11937/6120 |