NDLI: The role of guilt appeals on donation behavior

Content Provider	Semantic Scholar
Author	Lwin, Michael Phau, Ian
Copyright Year	2011
Abstract	This study explores the relationships between existential guilt, attitude towards the brand, inferences of manipulative intent (IMI) and actual donation behaviour. World Vision advertisement was used as the stimulus and the results show a positive relationship between existential guilt and actual donation behaviour. Interestingly, attitude towards the brand did not increase the likelihood of donations. IMI did not moderate the relationship between existential guilt and actual donation behavior. The research suggests that existential guilt appeals are appropriate for the charitable advertisements and it shows a direct link between guilt and actual donation behavior.
Starting Page	299
Ending Page	303
Page Count	5
File Format	PDF HTM / HTML
Alternate Webpage(s)	https://espace.curtin.edu.au/bitstream/handle/20.500.11937/62331/260790.pdf?isAllowed=y&sequence=2
Language	English
Access Restriction	Open
Content Type	Text
Resource Type	Article

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