Abstract
Literature identifies three classifications of guilt namely, anticipatory, reactive and existential guilt. However most studies in guilt are devoted towards charitable advertisements and this has limited our understanding of guilt appeals in advertising. Guilt appeal is increasingly important for advertisers, due to changes in demographics and family lifestyles. It has led to higher prevalence of guilt appeals in luxury and symbolic brands which are previously unexplored. Based on the research gaps, a research framework is proposed to examine these untested relationships between attitude towards the ad, ad credibility, inferences of manipulative intent and guilt arousal. Potential contributions are also discussed.
| Original language | English |
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| Title of host publication | Marketing: 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. |
| Publisher | Promaco Conventions for the ANZAM 2008 Conference |
| Number of pages | 9 |
| ISBN (Print) | 1863081445 |
| Publication status | Published - 2008 |
| Event | Australian & New Zealand Marketing Academy. Conference - Duration: 3 Dec 2012 → … |
Conference
| Conference | Australian & New Zealand Marketing Academy. Conference |
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| Period | 3/12/12 → … |
Keywords
- guilt
- advertising
- attitudes