Effectiveness of reactive guilt appeals in service advertisements

Michael Lwin; Ian Phau

Effectiveness of reactive guilt appeals in service advertisements

Western Sydney University

Research output: Chapter in Book / Conference Paper › Conference Paper › peer-review

Abstract

![CDATA[This study explores the relationships between reactive guilt, attitude towards the brand, inferences of manipulative intent, and purchase intentions. Results show no relationship between reactive guilt, attitude towards the brand and purchase intentions. The research suggests that reactive guilt appeals are inappropriate for service advertisements. It raises an interesting question on why so many advertisers are utilising this type of guilt appeal in services advertisements. Implications and future directions radiating from the results are also discussed.]]

Original language	English
Title of host publication	Marketing in the Age of Consumerism: Jekyll or Hyde?: Australian & New Zealand Marketing Academy (ANZMAC) 2011 Conference Proceedings: November 28-30, 2011, Perth Convention and Exhibition Centre, Western Australia
Publisher	Edith Cowan University
Number of pages	8
ISBN (Print)	9780646563305
Publication status	Published - 2011
Event	Australian & New Zealand Marketing Academy. Conference - Duration: 3 Dec 2012 → …

Conference

Conference	Australian & New Zealand Marketing Academy. Conference
Period	3/12/12 → …

Keywords

advertising
guilt

Cite this

@inproceedings{5aeb9c1ed04847f3a1df6b600b7593ca,

title = "Effectiveness of reactive guilt appeals in service advertisements",

abstract = "![CDATA[This study explores the relationships between reactive guilt, attitude towards the brand, inferences of manipulative intent, and purchase intentions. Results show no relationship between reactive guilt, attitude towards the brand and purchase intentions. The research suggests that reactive guilt appeals are inappropriate for service advertisements. It raises an interesting question on why so many advertisers are utilising this type of guilt appeal in services advertisements. Implications and future directions radiating from the results are also discussed.]]",

keywords = "advertising, guilt",

author = "Michael Lwin and Ian Phau",

year = "2011",

language = "English",

isbn = "9780646563305",

booktitle = "Marketing in the Age of Consumerism: Jekyll or Hyde?: Australian & New Zealand Marketing Academy (ANZMAC) 2011 Conference Proceedings: November 28-30, 2011, Perth Convention and Exhibition Centre, Western Australia",

publisher = "Edith Cowan University",

note = "Australian & New Zealand Marketing Academy. Conference ; Conference date: 03-12-2012",

}

Lwin, M & Phau, I 2011, Effectiveness of reactive guilt appeals in service advertisements. in Marketing in the Age of Consumerism: Jekyll or Hyde?: Australian & New Zealand Marketing Academy (ANZMAC) 2011 Conference Proceedings: November 28-30, 2011, Perth Convention and Exhibition Centre, Western Australia. Edith Cowan University, Australian & New Zealand Marketing Academy. Conference, 3/12/12.

Effectiveness of reactive guilt appeals in service advertisements. / Lwin, Michael; Phau, Ian.
Marketing in the Age of Consumerism: Jekyll or Hyde?: Australian & New Zealand Marketing Academy (ANZMAC) 2011 Conference Proceedings: November 28-30, 2011, Perth Convention and Exhibition Centre, Western Australia. Edith Cowan University, 2011.

Research output: Chapter in Book / Conference Paper › Conference Paper › peer-review

TY - GEN

T1 - Effectiveness of reactive guilt appeals in service advertisements

AU - Lwin, Michael

AU - Phau, Ian

PY - 2011

Y1 - 2011

N2 - ![CDATA[This study explores the relationships between reactive guilt, attitude towards the brand, inferences of manipulative intent, and purchase intentions. Results show no relationship between reactive guilt, attitude towards the brand and purchase intentions. The research suggests that reactive guilt appeals are inappropriate for service advertisements. It raises an interesting question on why so many advertisers are utilising this type of guilt appeal in services advertisements. Implications and future directions radiating from the results are also discussed.]]

AB - ![CDATA[This study explores the relationships between reactive guilt, attitude towards the brand, inferences of manipulative intent, and purchase intentions. Results show no relationship between reactive guilt, attitude towards the brand and purchase intentions. The research suggests that reactive guilt appeals are inappropriate for service advertisements. It raises an interesting question on why so many advertisers are utilising this type of guilt appeal in services advertisements. Implications and future directions radiating from the results are also discussed.]]

KW - advertising

KW - guilt

UR - http://handle.westernsydney.edu.au:8081/1959.7/uws:48043

UR - http://pandora.nla.gov.au/pan/25410/20120307-1501/anzmac.info/conference/2011/Papers%20by%20Presenting%20Author/index.html

M3 - Conference Paper

SN - 9780646563305

BT - Marketing in the Age of Consumerism: Jekyll or Hyde?: Australian & New Zealand Marketing Academy (ANZMAC) 2011 Conference Proceedings: November 28-30, 2011, Perth Convention and Exhibition Centre, Western Australia

PB - Edith Cowan University

T2 - Australian & New Zealand Marketing Academy. Conference

Y2 - 3 December 2012

ER -

Effectiveness of reactive guilt appeals in service advertisements

Abstract

Conference

Keywords

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Cite this