Exploring existential guilt appeals in the context of charitable advertisements

Michael Lwin, Ian Phau

Research output: Chapter in Book / Conference PaperConference Paperpeer-review

Abstract

![CDATA[This study explores the relationship between existential guilt, inferences of manipulative intent, attitude towards the brand, and donation behaviour intentions. A scale was also developed to measure existential guilt. Although it is exploratory in nature, it fills the gap in the literature that guilt is not a unified construct and should be measured separately. This research found that consumers perceived World Vision’s ad to be non-manipulative and suggested that consumers had a very strong attitude towards the brand. The results implied that advertisers could employ more intensive existential guilt ads for credible brands and potential contributions are also discussed.]]
Original languageEnglish
Title of host publicationMarketing: Shifting the Focus from Mainstream to Offbeat: Proceedings of the Australian and New Zealand Marketing Academy Conference, held 1 - 3 December 2008, Olympic Park, Sydney, N.S.W.
PublisherPromaco Conventions for the ANZAM 2008 Conference
Number of pages8
ISBN (Print)1863081445
Publication statusPublished - 2008
EventAustralian & New Zealand Marketing Academy. Conference -
Duration: 3 Dec 2012 → …

Conference

ConferenceAustralian & New Zealand Marketing Academy. Conference
Period3/12/12 → …

Keywords

  • advertising
  • charities
  • guilt

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