Guilt Appeals As a Blessing Or a Curse? Influences of Sponsorship Identity and Sponsor-Issue Fit on Guilt Appeals in Charity-Related Advertising

Chun-Tuan Chang, National Sun Yat-sen University, Taiwan
Ya-Ting Yu , National Sun Yat-sen University, Taiwan
You Lin, National Sun Yat-sen University, Taiwan
We examine guilt appeals in charity-related advertising with moderators of sponsorship identity and sponsor-issue fit. Guilt appeals are more effective than non-guilt appeals when a non-profit is the ad-sponsor. Guilt appeals backfire when fit in a corporate social ad is high, or fit in a cause-related marketing ad is low.
[ to cite ]:
Chun-Tuan Chang, Ya-Ting Yu , and You Lin (2012) ,"Guilt Appeals As a Blessing Or a Curse? Influences of Sponsorship Identity and Sponsor-Issue Fit on Guilt Appeals in Charity-Related Advertising", in NA - Advances in Consumer Research Volume 40, eds. Zeynep G├╝rhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 705-706.