Guilt Appeals in Green Advertising: Influences of Issue Proximity and Environmental Involvement

Chun-Tuan Chang, National Sun Yat-sen University, China
Yu-Kang Lee, National Sun Yat-sen University, China
Ting-Ting Chen, National Sun Yat-sen University, China
The present research seeks to further the understanding of guilt appeals in green advertising by clarifying the moderating roles of issue proximity and environmental involvement. Experimental results indicate that a guilt appeal is more effective than a positive appeal.
[ to cite ]:
Chun-Tuan Chang, Yu-Kang Lee, and Ting-Ting Chen (2011) ,"Guilt Appeals in Green Advertising: Influences of Issue Proximity and Environmental Involvement ", in NA - Advances in Consumer Research Volume 38, eds. Darren W. Dahl, Gita V. Johar, and Stijn M.J. van Osselaer, Duluth, MN : Association for Consumer Research.