Alleviating Mommy’S Guilt: Emotional Expression and Guilt Appeals in Advertising

Alleviating Mommy’s Guilt: Emotional Expression and Guilt Appeals in Advertising

Sooyeon Nikki Lee-Wingate, Rutgers University


Guilt is a powerful emotion and used in advertising often, especially targeting working mothers. This research examines moderators of such influence. Emotional disclosure literature in clinical psychology suggests one - writing about their maternal guilt. I plan to show that expressing their maternal guilt will alleviate the influence of guilt appeals on their spending patterns. Then, I will examine practical applications that act similarly: the use of spokespeople expressing their guilt, and solicitations of such emotional expression by various entities. This research will provide managerial implications regarding how to better utilize guilt appeals in advertising.


Sooyeon Nikki Lee-Wingate (2006) ,"Alleviating Mommy’S Guilt: Emotional Expression and Guilt Appeals in Advertising", in NA - Advances in Consumer Research Volume 33, eds. Connie Pechmann and Linda Price, Duluth, MN : Association for Consumer Research, Pages: 262-262.


Sooyeon Nikki Lee-Wingate, Rutgers Business School, Rutgers University


NA - Advances in Consumer Research Volume 33 | 2006

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