Anticipatory and Reactive Guilt Appeals : Their Influence on Consumer Attitudes and the Moderating Effect of Inferences of Manipulative Intent
Guilt appeals are used to try to influence consumer behavior, with literature defining three kinds – existential, anticipatory, and reactive guilt. Anticipatory and reactive guilt appeals have never been individually studied. The purpose of this study is hence to explain the relationship between ant...
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Format: | Others |
Language: | English |
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Linnéuniversitetet, Institutionen för marknadsföring (MF)
2017
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Online Access: | http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-64846 |