The Effectiveness of Guilt and Shame Ad Appeals in Social Marketing: The Role of Regulatory Focus
DC Field | Value | Language |
---|---|---|
dc.contributor.author | Pounders, Kathrynn | - |
dc.contributor.author | Lee, Seungae | - |
dc.contributor.author | Royne, Marla | - |
dc.date.accessioned | 2022-07-12T19:55:32Z | - |
dc.date.available | 2022-07-12T19:55:32Z | - |
dc.date.created | 2021-05-14 | - |
dc.date.issued | 2018 | - |
dc.identifier.issn | 1064-1734 | - |
dc.identifier.uri | https://scholarworks.bwise.kr/hanyang/handle/2021.sw.hanyang/150783 | - |
dc.description.abstract | This work examines the interplay of emotional appeal (guilt versus shame) and regulatory focus of the message (promotion versus prevention) on consumer response to a social marketing campaign. Specifically, we suggest that a match between emotional appeal and regulatory focus of the message results in more favorable consumer response in the form of behavioral intention. This work also examines message acceptance and self-efficacy as mediators to the moderated effects of emotional appeal and regulatory focus of the message. Results suggest that both message acceptance and self-efficacy mediate the interaction effects. Findings offer implications to advertisers and social marketers. | - |
dc.language | 영어 | - |
dc.language.iso | en | - |
dc.publisher | Taylor & Francis | - |
dc.title | The Effectiveness of Guilt and Shame Ad Appeals in Social Marketing: The Role of Regulatory Focus | - |
dc.type | Article | - |
dc.contributor.affiliatedAuthor | Lee, Seungae | - |
dc.identifier.doi | 10.1080/10641734.2017.1372322 | - |
dc.identifier.scopusid | 2-s2.0-85030526582 | - |
dc.identifier.bibliographicCitation | Journal of Current Issues and Research in Advertising, v.39, no.1, pp.37 - 51 | - |
dc.relation.isPartOf | Journal of Current Issues and Research in Advertising | - |
dc.citation.title | Journal of Current Issues and Research in Advertising | - |
dc.citation.volume | 39 | - |
dc.citation.number | 1 | - |
dc.citation.startPage | 37 | - |
dc.citation.endPage | 51 | - |
dc.type.rims | ART | - |
dc.type.docType | 정기학술지(Article(Perspective Article포함)) | - |
dc.description.journalClass | 1 | - |
dc.description.isOpenAccess | N | - |
dc.description.journalRegisteredClass | scopus | - |
dc.subject.keywordPlus | Advertising & | - |
dc.subject.keywordPlus | psychology | - |
dc.subject.keywordPlus | Social marketing | - |
dc.subject.keywordPlus | Guilt (Psychology) | - |
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