Using guilt appeals in communication. (December 2017)

• Record Type: Journal Article
• Authors: Chédotal, Camille; Berthe, Bénédicte; de Peyrelongue, Bénédicte; Le Gall-Ely, Marine
• Is Part Of: Recherche et applications en marketing. Volume 32:Number 4(2018)
• Page Start: 91
• Page End: 110
• Publication Date: 2017-12
• Subjects: guilt -- guilt appeals -- negative emotions -- persuasion -- reactance; Marketing -- France -- Periodicals; 658.8
• DOI: 10.1177/2051570717706830
• Languages: English
• ISSNs: 0767-3701

Abstract

Based on pioneering consideration in the Humanities and Social Sciences domain, research on the use of guilt appeals in communication has expanded in the marketing field. Advertisers regularly use guilt-inducing messages, but contradictory results regarding their effects have been found in the literature. This article proposes a conceptual model to increase understanding of the operating modes of guilt appeals and to improve their effectiveness.