An exploratory study of existential guilt appeals in charitable advertisements

Abstract: 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.