Anticipatory and Reactive Guilt Appeals : Their Influence on Consumer Attitudes and the Moderating Effect of Inferences of Manipulative Intent

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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Bibliographic Details
Main Author: Ceder, Josefin
Format: Others
Language:English
Published: Linnéuniversitetet, Institutionen för marknadsföring (MF) 2017
Subjects:
Guilt appeal
anticipatory guilt
reactive guilt
inferences of manipulative intent
consumer brand attitudes
Business Administration
Företagsekonomi
Online Access:http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-64846

Internet

http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-64846

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