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How Intensity of Cause-Related Marketing Guilt Appeals Influences Consumers

The Roles of Company Motive And Consumer Identification with the Brand

Jaywant Singh, Benedetta Crisafulli, La Toya Quamina
DOI: 10.2501/JAR-2018-049 Published 1 June 2020
Jaywant Singh
Southampton Business School, University of Southampton,
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  • For correspondence: j.singh@soton.ac.uk
Benedetta Crisafulli
Birkbeck, University of London,
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  • For correspondence: b.crisafulli@bbk.ac.uk
La Toya Quamina
Westminster Business School, University of Westminster, London,
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  • For correspondence: l.quamina@westminster.ac.uk
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ABSTRACT

When exposed to cause-related marketing advertisements that use guilt appeals, consumers actively try to interpret the motives behind the company's message and consequently accept (or resist) the persuasion attempt. This study demonstrates that high-emotional-intensity cause-related marketing advertisements create suspicion that the company truly might not be committed to the social cause. If the advertisement is low in emotional intensity, however, guilt appeals lower negative inferences and act as a stimulus to foster consumer identification and positive perceptions of corporate image.

  • Received April 11, 2017.
  • Received (in revised form) March 17, 2018.
  • Accepted May 1, 2018.
  • Copyright© 2020 ARF. All rights reserved.
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Vol 60 Issue 2

Journal of Advertising Research: 60 (2)
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How Intensity of Cause-Related Marketing Guilt Appeals Influences Consumers
Jaywant Singh, Benedetta Crisafulli, La Toya Quamina
Journal of Advertising Research Jun 2020, 60 (2) 148-162; DOI: 10.2501/JAR-2018-049

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How Intensity of Cause-Related Marketing Guilt Appeals Influences Consumers
Jaywant Singh, Benedetta Crisafulli, La Toya Quamina
Journal of Advertising Research Jun 2020, 60 (2) 148-162; DOI: 10.2501/JAR-2018-049
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