Guilt appeals in advertising: what are their effects?
Article Abstract:
This study examined consumers' emotional responses, their attitudes toward advertisements and brands, attributions about the companies promoting the brands, and purchase intention for ads varying on level of guilt appeal. Sixty working mothers, a prime target of guilt appeals, participated in the study. Results indicated that moderate guilt appeals elicited more felt guilt in the working mothers than did low or high guilt appeals. Furthermore, emotional responses, particularly anger, mediated the relationship between level of guilt appeal and consumers' attitudes and corporate attributions, and an inverse relationship occurred between level of guilt appeal and attitudes and attributions. Purchase intention was affected by the level of the guilt and by anger. (Reprinted by permission of the publisher.)
Publication Name: Journal of Applied Psychology
Subject: Social sciences
ISSN: 0021-9010
Year: 1995
User Contributions:
Comment about this article or add new information about this topic:
Instilling patriotism-Then and now
Article Abstract:
Manual of Patriotism published by the New York State Department of Schools in 1900 urged for solid patriotism to be fostered in American pupils by recitation of Pledge of Allegiance, singing of a patriotic song and observing patriotic events such Independence Day, Lincoln's birthday, Flag Day. First half of the 20th century patriotism and respect for flag were held in high esteem by all Americans but in the other half of the century America became more diverse and more secular as some pupils refused to recite the pledge or salute the flag.
Publication Name: VFW Magazine
Subject: Social sciences
ISSN: 0161-8598
Year: 2004
User Contributions:
Comment about this article or add new information about this topic:
Internet provider criticized for outage
Article Abstract:
Sorrento Valley, Calif.-based Access1, which is a local discount Internet provider owned by Access Developers Inc., has received a storm of criticism for outages that affected 30,000 users. Access1, which also reported the collapse of its telephone system, charges a base rate of $9.95 for monthly service.
Publication Name: Philadelphia Inquirer (PA)
Subject: Business, regional
ISSN: 0885-6613
Year: 2000
User Contributions:
Comment about this article or add new information about this topic:
- Abstracts: Sexuality and television advertising: an historical perspective. Sexuality advice on the radio: an overview in the United States and around the world
- Abstracts: Defining culturally relevant indicators: what are we waiting for? Standardization systems as indicators of mental, cultural and socio-economic states
- Abstracts: Making inferences about missing information: the effects of existing information. Melancholic MOMA: Groundswell's missing histories
- Abstracts: Voicing discontent: what happens to the grievance filer after the grievance? Kidnapper on I-5
- Abstracts: Affirmative action in action: its past & its future. Professionalism: a commitment to excellence