An exploratory study of existential guilt appeals in charitable advertisements

An exploratory study of existential guilt appeals in charitable advertisements

This study investigates the persuasive nature of existential guilt appeals in charitable advertisements. A television advertisement was used to test the direct and indirect relationships between existential guilt, attitude towards the charitable organisation, inferences of manipulative intent (IMIs)...

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Bibliographic Details
Main Authors: Lwin, Michael, Phau, Ian
Format: Journal Article
Published: Routledge 2014
Subjects:
non-profit advertising
charitable donation
advertising
existential guilt
World Vision
guilt appeal
Online Access:http://www.tandfonline.com/doi/abs/10.1080/0267257X.2014.939215#.VOwrgfmUd8E
http://hdl.handle.net/20.500.11937/62635

Internet

http://www.tandfonline.com/doi/abs/10.1080/0267257X.2014.939215#.VOwrgfmUd8E
http://hdl.handle.net/20.500.11937/62635

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