Guilt Decreasing Marketing Communication: an Unexplored Appeal

Guilt is relevant to a variety of consumption experiences and practitioners around the world have continued to use it as a communication appeal. Marketing literature demonstrated that guilt as a distinct emotion can be aroused by advertising. Nevertheless, the ability  of advertising to decrease guilt was neglected by marketing scholars and the aim of this research is to assess the role of the guilt decreasing appeal in reducing anticipated guilt. Findings demonstrate the efficacy of the decreasing guilt appeal in advertising and they show that it does not compromise the hedonic component of a guilty pleasure.


Isabella Soscia, Bruno Busacca, and Ester Pitrelli (2007) ,"Guilt Decreasing Marketing Communication: an Unexplored Appeal", in E - European Advances in Consumer Research Volume 8, eds. Stefania Borghini, Mary Ann McGrath, and Cele Otnes, Duluth, MN : Association for Consumer Research, Pages: 107-108.


Isabella Soscia, Universita L.Bocconi, Italy
Bruno Busacca, Universita L.Bocconi, Italy
Ester Pitrelli, PepsiCo, Italy


E - European Advances in Consumer Research Volume 8 | 2007

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