Exploring the Effectiveness of Guilt Appeals: Perspectives of a Small Non-profit Organisation
This study explores the relationships between anticipatory guilt, attitude towards the brand, inferences of manipulative intent (IMI) and donation intention. Lifewater Canada is a small non-profit organisation that specialises in developing and drilling water wells in Liberia, Nigeria, Kenya, Haiti and Zambia. Lifewater Canada advertisements were chosen as the stimulus due to limited consumer awareness and knowledge of the brand. The literature suggests that there is a positive relationship between anticipatory guilt and donation intention (e.g. Lindsey, 2005). However, it is unclear whether anticipatory guilt advertisements will work for brands that are relatively unknown (e.g. low awareness and low knowledge). This research will investigate the direct and indirect effects of guilt appeals on donation intention for a small non-profit organisation.
guilt appeal anticipatory guilt non-profit organisation donation advertising
Michael Lwin Ian Phau
Curtin University, Australia
国际会议
杭州
英文
749-755
2011-10-15（万方平台首次上网日期，不代表论文的发表时间）