Guilt Driven Compliance By Anthropomorphized Social Causes

Hee-Kyung Ahn, University of Toronto, Canada
Hae Joo Kim, University of Toronto, Canada
Pankaj Aggarwal, University of Toronto, Canada
We find that public policy campaigns where social causes are anthropomorphized are effective in heightening compliance to the campaign. This effect is partially mediated by increased feelings of guilt upon considering the consequences of not complying with humanlike agents and is moderated by the framing of monetary information in the campaign.
[ to cite ]:
Hee-Kyung Ahn, Hae Joo Kim, and Pankaj Aggarwal (2011) ,"Guilt Driven Compliance By Anthropomorphized Social Causes", 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.