An exploratory study of reactive guilt appeals

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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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Bibliographic Details
Main Authors:	Lwin, Michael, Phau, Ian
Other Authors:	Erdener Kaynak
Format:	Conference Paper
Published:	International Management Development Association 2011
Online Access:	http://hdl.handle.net/20.500.11937/61650

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