Abstract
This study focuses on existential guilt and it 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 language | English |
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Article number | 2008005 |
Number of pages | 14 |
Journal | Marketing Insights |
Publication status | Published - 2008 |
Keywords
- charities
- guilt
- advertising