The role of guilt appeals on donation behavior

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The role of guilt appeals on donation behavior

This study explores the relationships between existential guilt, attitude towards the brand, inferences of manipulative intent (IMI) and actual donation behaviour. World Vision advertisement was used as the stimulus and the results show a positive relationship between existential guilt and actu...

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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/20.500.11937/62331

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