Guilt appeals in advertising: the mediating roles of inferences of manipulative intent and attitude towards advertising

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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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Bibliographic Details
Main Authors:	Lwin, Michael, Phau, Ian
Other Authors:	Daniela Spanjaard
Format:	Conference Paper
Published:	University of Western Sydney 2008
Subjects:	Luxury and symbolic brand Inferences of manipulative intent Guilt appeal Guilt classifications Ad credibility
Online Access:	http://hdl.handle.net/20.500.11937/6120

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