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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 anticipatory guilt and reactive guilt, respectively, inferences of manipulative intent, and consumers’ attitude toward a brand. To test this, an online questionnaire was used, followed by linear regression and moderation analyses. The results show a positive relationship between both anticipatory guilt and attitude and between reactive guilt and attitude. Inferences of manipulative intent do not moderate either relationship. Keywords Guilt appeal, anticipatory guilt, reactive guilt, inferences of manipulative intent, consumer brand attitudes

Identiferoai:union.ndltd.org:UPSALLA1/oai:DiVA.org:lnu-64846
Date January 2017
CreatorsCeder, Josefin
PublisherLinnéuniversitetet, Institutionen för marknadsföring (MF)
Source SetsDiVA Archive at Upsalla University
LanguageEnglish
Detected LanguageEnglish
TypeStudent thesis, info:eu-repo/semantics/bachelorThesis, text
Formatapplication/pdf
Rightsinfo:eu-repo/semantics/openAccess

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