Guilt Appeals As a Blessing Or a Curse? Influences of Sponsorship Identity and Sponsor-Issue Fit on Guilt Appeals in Charity-Related Advertising

We examine guilt appeals in charity-related advertising with moderators of sponsorship identity and sponsor-issue fit. Guilt appeals are more effective than non-guilt appeals when a non-profit is the ad-sponsor. Guilt appeals backfire when fit in a corporate social ad is high, or fit in a cause-related marketing ad is low.



Citation:

Chun-Tuan Chang, Ya-Ting Yu , and You Lin (2012) ,"Guilt Appeals As a Blessing Or a Curse? Influences of Sponsorship Identity and Sponsor-Issue Fit on Guilt Appeals in Charity-Related Advertising", in NA - Advances in Consumer Research Volume 40, eds. Zeynep Gürhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 705-706.

Authors

Chun-Tuan Chang, National Sun Yat-sen University, Taiwan
Ya-Ting Yu , National Sun Yat-sen University, Taiwan
You Lin, National Sun Yat-sen University, Taiwan



Volume

NA - Advances in Consumer Research Volume 40 | 2012



Share Proceeding

Featured papers

See More

Featured

Personal Budgeting: Does It Work?

Christina Kan, Texas A&M University, USA
Philip M. Fernbach, University of Colorado, USA
John Lynch, University of Colorado, USA

Read More

Featured

Robo-Advising: Algorithm Appreciation

Jennifer Logg, Harvard Business School, USA
Julia Minson, Harvard Business School, USA
Don Moore, University of California Berkeley, USA

Read More

Featured

The Inimical Lure of Intense Means

Jordan Etkin, Duke University, USA
Szu-chi Huang, Stanford University, USA

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.