Guilt Versus Shame Appeals: the Role of Regulatory Focus and Efficacy in the Understanding the Effectiveness of Distracted Driving Messages

Kathrynn Pounders, University of Texas at Austin, USA
Seungae Lee, University of Texas at Austin, USA
Arnold DongWoo Chung, University of Texas at Austin, USA
The purpose of this study is to integrate regulatory focus theory and efficacy to better understand the effectiveness of guilt and shame appeals in distracted driving advertising campaigns. The study predicts that the fit between emotional appeals and regulatory foci will increase persuasion and it occurs through different efficacy salience.
[ to cite ]:
Kathrynn Pounders, Seungae Lee, and Arnold DongWoo Chung (2014) ,"Guilt Versus Shame Appeals: the Role of Regulatory Focus and Efficacy in the Understanding the Effectiveness of Distracted Driving Messages", in NA - Advances in Consumer Research Volume 42, eds. June Cotte and Stacy Wood, Duluth, MN : Association for Consumer Research, Pages: 806-806.