Shame on You! Motivating Consumer Behaviour With Shame Appeals

Jennifer Jeffrey, University of Western Ontario, Canada
Juan Wang, University of Western Ontario, Canada
Dante Pirouz, University of Western Ontario, Canada
Matthew Thomson, University of Western Ontario, Canada
Social marketers use emotion-invoking appeals as a frequent persuasion technique but discount shame due to its association with avoidance behaviours and withdrawal. This research provides initial support that shame’s intensity and self-focused nature make it a helpful emotion to elicit in contexts aimed at changing a target’s own behaviour.
[ to cite ]:
Jennifer Jeffrey, Juan Wang, Dante Pirouz, and Matthew Thomson (2012) ,"Shame on You! Motivating Consumer Behaviour With Shame Appeals", in NA - Advances in Consumer Research Volume 40, eds. Zeynep Gürhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 1119-1119.