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

Share Proceeding

Featured papers

See More


M7. The Mixed Effects of Nostalgia on Consumer Switching Behavior

Zhongqiang (Tak) Huang, University of Hong Kong
Xun (Irene) Huang, Nanyang Technological University, Singapore
Yuwei Jiang, Hong Kong Polytechic University

Read More


Decisional Conflict Predicts Myopia

Paul Edgar Stillman, Ohio State University, USA
Melissa Ferguson, Cornell University, USA

Read More


P5. Can(Can’t) Control, thus Try to Save (Earn): The Joint Effect of Perceived Control and Financial Deprivation on Financial Decisions

Min Jung Kim, Manhattan College

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.