Mothers, Food, Love and Career – the Four Major Guilt Groups? the Differential Effects of Guilt Appeals

Monica LaBarge, University of Oregon
John Godek, University of Oregon

Title: Mothers, Food, Love and Career – The Four Major Guilt Groups?

The Differential Effects of Guilt Appeals

 

Authors: Monica C. LaBarge, University of Oregon; John Godek, University of Oregon

 

Marketers have become increasingly interested in the use of emotions in advertising appeals, especially negative emotions.  Guilt in particular is an often employed, though not clearly understood, type of persuasive appeal. The differences between two types of guilt, anticipatory and reactive, are examined with two experimental studies.  The results of these studies provide evidence that anticipatory and reactive guilt appeals differ in the nature and types of emotions they elicit, as well as in the way that the appeals themselves are processed.  These findings have important implications for both researchers and marketers.
[ to cite ]:
Monica LaBarge and John Godek (2006) ,"Mothers, Food, Love and Career – the Four Major Guilt Groups? the Differential Effects of Guilt Appeals", in NA - Advances in Consumer Research Volume 33, eds. Connie Pechmann and Linda Price, Duluth, MN : Association for Consumer Research, Pages: 511-511.