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...
| Main Authors: | , |
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| Other Authors: | |
| Format: | Conference Paper |
| Published: |
International Management Development Association
2011
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| Online Access: | http://hdl.handle.net/20.500.11937/61650 |
| _version_ | 1848760701646012416 |
|---|---|
| author | Lwin, Michael Phau, Ian |
| author2 | Erdener Kaynak |
| author_facet | Erdener Kaynak Lwin, Michael Phau, Ian |
| author_sort | Lwin, Michael |
| building | Curtin Institutional Repository |
| collection | Online Access |
| description | 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 purchase intentions. The research suggests that reactive guilt appeals are inappropriate for the durable consumer goods advertisements. It raises an interesting question why so many advertisers are utilising this type of guilt appeal to target consumers. Managerial implications and future directions radiating from the results are discussed. |
| first_indexed | 2025-11-14T10:19:58Z |
| format | Conference Paper |
| id | curtin-20.500.11937-61650 |
| institution | Curtin University Malaysia |
| institution_category | Local University |
| last_indexed | 2025-11-14T10:19:58Z |
| publishDate | 2011 |
| publisher | International Management Development Association |
| recordtype | eprints |
| repository_type | Digital Repository |
| spelling | curtin-20.500.11937-616502023-02-02T07:57:35Z An exploratory study of reactive guilt appeals Lwin, Michael Phau, Ian Erdener Kaynak Talha Harcar 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 purchase intentions. The research suggests that reactive guilt appeals are inappropriate for the durable consumer goods advertisements. It raises an interesting question why so many advertisers are utilising this type of guilt appeal to target consumers. Managerial implications and future directions radiating from the results are discussed. 2011 Conference Paper http://hdl.handle.net/20.500.11937/61650 International Management Development Association fulltext |
| spellingShingle | Lwin, Michael Phau, Ian An exploratory study of reactive guilt appeals |
| title | An exploratory study of reactive guilt appeals |
| title_full | An exploratory study of reactive guilt appeals |
| title_fullStr | An exploratory study of reactive guilt appeals |
| title_full_unstemmed | An exploratory study of reactive guilt appeals |
| title_short | An exploratory study of reactive guilt appeals |
| title_sort | exploratory study of reactive guilt appeals |
| url | http://hdl.handle.net/20.500.11937/61650 |