Guilt Trips: Transportation and the Persuasiveness of Guilt Appeals

Paolo Antonetti, Queen Mary University of London, UK
Paul Baines, Cranfield University, UK
Guilt appeals are popular despite inconsistent evidence on their effectiveness. We examine their longitudinal effectiveness and show that 1) the persuasiveness of guilt appeals over time is mediated by narrative transportation, and 2) their effect is stronger when the message is delivered through a video compared to a text.
[ to cite ]:
Paolo Antonetti and Paul Baines (2016) ,"Guilt Trips: Transportation and the Persuasiveness of Guilt Appeals", in NA - Advances in Consumer Research Volume 44, eds. Page Moreau and Stefano Puntoni, Duluth, MN : Association for Consumer Research, Pages: 382-383.