RT Journal Article SR Electronic T1 How Intensity of Cause-Related Marketing Guilt Appeals Influences Consumers JF Journal of Advertising Research JO J Advert Res FD WARC SP JAR-2018-049 DO 10.2501/JAR-2018-049 A1 Jaywant Singh A1 Benedetta Crisafulli A1 La Toya Quamina YR 2019 UL http://www.journalofadvertisingresearch.com/content/early/2019/03/11/JAR-2018-049.abstract AB 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.