Measuring the Effectiveness of Guilt Appeals in the Promotion of Certified Products

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Measuring the Effectiveness of Guilt Appeals in the Promotion of Certified Products

The purpose of the research aims to examine the effectiveness of anticipatory guilt appeals on Fairtrade certified products. The results show consumers’ willingness to pay more for Fairtrade certified products when aroused by anticipatory guilt. The results have also shown the importance of varying...

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Bibliographic Details
Main Author:	Teah, Jun-Huan
Format:	Thesis
Published:	Curtin University 2017
Online Access:	http://hdl.handle.net/20.500.11937/90242

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