Interpersonal guilt and shame appeals in health advertising: the role of self-construal and autonomous motivation

Abstract

This research examines match effects between interpersonal guilt appeals, shame appeals, and self-construal. Across two experimental studies within the context of health advertising, findings reveal a match effect between an interpersonal guilt appeal and an ad that evokes an interdependent self-construal and a match effect between a shame appeal and an ad that evokes an independent self-construal. Study 1 examines these relationships in the context of promoting the flu vaccine and finds positive persuasion outcomes in the form of attitude toward the message, message persuasiveness, and behavioral intention to get the flu vaccine. Study 2 replicates these findings in the context of binge drinking and examines two different motivational mediating processes, relationally and personally autonomous motivation, to better understand these effects. This research offers both theoretical contributions and managerial implications.