An exploratory study of reactive guilt appeals
This study explores the relationships between reactive guilt, attitude towards the brand, inferences of manipulative intent and purchase intentions. Results show no relationship between reactive guilt and purchase intentions. However, attitude towards the brand increased the likelihood of purch...
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| Format: | Conference Paper |
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International Management Development Association
2011
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| Online Access: | http://hdl.handle.net/20.500.11937/61650 |