Conceptualising guilt appeals in advertising : the mediating roles of inferences of manipulative intent and attitude towards advertising

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Conceptualising guilt appeals in advertising : the mediating roles of inferences of manipulative intent and attitude towards advertising

This research developed and validated three guilt arousal scales specifically pertaining to existential, reactive and anticipatory guilt. It also provides a holistic model that investigates how ad credibility, attitude towards the advertisement, inferences of manipulative intent and purchase intenti...

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Bibliographic Details
Main Author:	Lwin, Michael
Format:	Thesis
Published:	Curtin University 2013
Online Access:	http://hdl.handle.net/20.500.11937/70366

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