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 148
OP 162
DO 10.2501/JAR-2018-049
VO 60
IS 2
A1 Singh, Jaywant
A1 Crisafulli, Benedetta
A1 Quamina, La Toya
YR 2020
UL http://www.journalofadvertisingresearch.com/content/60/2/148.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.