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| Author: | Chang, C-T. |
| Title: | Guilt appeals in cause-related marketing: the subversive roles of product type and donation magnitude |
| Journal: | International Journal of Advertising
2011 : VOL. 30:4, p. 587-616 |
| Index terms: | social marketing research consumer behaviour consumers marketing management psychology |
| Language: | eng |
| Abstract: | The affects of emotional appeal on consumers aren't known very well despite the growth of cause-related marketing (CRM). Understanding of guilt appeals in CRM and clarity of the moderating roles of product type and donation magnitude are both increased by the present research. Situations where guild appeal backfires are explored as well. Although experimental results indicate the effectiveness of guilt appeal is greater than non-guilt appeal, guilt appeal backfires when the perceived hedonic value of a product is too high. The findings describe how negative consumer reactions to guilt appeals can be avoided in practice, but they also emphasise the importance of learning more about how guilt appeals work. |
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