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)...
| Main Authors: | , |
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| Format: | Journal Article |
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Routledge
2014
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| Online Access: | http://www.tandfonline.com/doi/abs/10.1080/0267257X.2014.939215#.VOwrgfmUd8E http://hdl.handle.net/20.500.11937/62635 |
| _version_ | 1848760887401250816 |
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| author | Lwin, Michael Phau, Ian |
| author_facet | Lwin, Michael Phau, Ian |
| author_sort | Lwin, Michael |
| building | Curtin Institutional Repository |
| collection | Online Access |
| description | 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) and charitable donation intentions. The findings show that attitude towards the charitable organisation has a direct and indirect impact on charitable donation intentions. However, IMI did not moderate the relationship between existential guilt and charitable donation intentions. The study suggests that future non-profit researchers should explore the role of emotional intensity and brand credibility on the effectiveness of each specific type of guilt appeal. |
| first_indexed | 2025-11-14T10:22:55Z |
| format | Journal Article |
| id | curtin-20.500.11937-62635 |
| institution | Curtin University Malaysia |
| institution_category | Local University |
| last_indexed | 2025-11-14T10:22:55Z |
| publishDate | 2014 |
| publisher | Routledge |
| recordtype | eprints |
| repository_type | Digital Repository |
| spelling | curtin-20.500.11937-626352020-07-24T08:07:58Z An exploratory study of existential guilt appeals in charitable advertisements Lwin, Michael Phau, Ian non-profit advertising charitable donation advertising existential guilt World Vision guilt appeal 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) and charitable donation intentions. The findings show that attitude towards the charitable organisation has a direct and indirect impact on charitable donation intentions. However, IMI did not moderate the relationship between existential guilt and charitable donation intentions. The study suggests that future non-profit researchers should explore the role of emotional intensity and brand credibility on the effectiveness of each specific type of guilt appeal. 2014 Journal Article http://hdl.handle.net/20.500.11937/62635 10.1080/0267257X.2014.939215 http://www.tandfonline.com/doi/abs/10.1080/0267257X.2014.939215#.VOwrgfmUd8E Routledge restricted |
| spellingShingle | non-profit advertising charitable donation advertising existential guilt World Vision guilt appeal Lwin, Michael Phau, Ian An exploratory study of existential guilt appeals in charitable advertisements |
| title | An exploratory study of existential guilt appeals in charitable advertisements |
| title_full | An exploratory study of existential guilt appeals in charitable advertisements |
| title_fullStr | An exploratory study of existential guilt appeals in charitable advertisements |
| title_full_unstemmed | An exploratory study of existential guilt appeals in charitable advertisements |
| title_short | An exploratory study of existential guilt appeals in charitable advertisements |
| title_sort | exploratory study of existential guilt appeals in charitable advertisements |
| topic | non-profit advertising charitable donation advertising existential guilt World Vision guilt appeal |
| url | http://www.tandfonline.com/doi/abs/10.1080/0267257X.2014.939215#.VOwrgfmUd8E http://hdl.handle.net/20.500.11937/62635 |