PT  - JOURNAL ARTICLE
AU  - Jaywant Singh
AU  - Benedetta Crisafulli
AU  - La Toya Quamina
TI  - How Intensity of Cause-Related Marketing Guilt Appeals Influences Consumers
AID  - 10.2501/JAR-2018-049
DP  - 2020 Jun 01
TA  - Journal of Advertising Research
PG  - 148--162
VI  - 60
IP  - 2
4099  - http://www.journalofadvertisingresearch.com/content/60/2/148.short
4100  - http://www.journalofadvertisingresearch.com/content/60/2/148.full
SO  - J Advert Res2020 Jun 01; 60
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.