The Effectiveness of Guilt and Shame Ad Appeals in Social Marketing: The Role of Regulatory Focus
- Authors
- Pounders, Kathrynn; Lee, Seungae; Royne, Marla
- Issue Date
- 2018
- Publisher
- Taylor & Francis
- Citation
- Journal of Current Issues and Research in Advertising, v.39, no.1, pp.37 - 51
- Indexed
- SCOPUS
- Journal Title
- Journal of Current Issues and Research in Advertising
- Volume
- 39
- Number
- 1
- Start Page
- 37
- End Page
- 51
- URI
- https://scholarworks.bwise.kr/hanyang/handle/2021.sw.hanyang/150783
- DOI
- 10.1080/10641734.2017.1372322
- ISSN
- 1064-1734
- 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.
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Collections - 서울 예술·체육대학 > 서울 스포츠산업학과 > 1. Journal Articles
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