Shame‐Free Guilt Appeals: Testing the Emotional and Cognitive Effects of Shame and Guilt Appeals

Abstract

Although many health communication researchers use the terms “shame” and “guilt” interchangeably, arguably these constructs are distinct and have widely divergent psychological consequences. The purpose of this study was to explore distinct cognitive and emotional outcomes resulting from shame relative to guilt appeals. Specifically, this paper provides empirical evidence that negative outcomes such as anger and perceived manipulative intent are more likely to be associated with shame than guilt. Using an experimental design, participants were randomly assigned to view either a shame or a guilt appeal about getting tested for STDs and completed an online questionnaire. Shame was correlated with both anger and perceived manipulative intent whereas guilt was not. Participants who viewed the shame appeal reported higher levels of shame, anger, and perceived manipulative intent. Tactics for creating shame‐free guilt appeals and future research are discussed.

Emotional Flow in Persuasive Health Messages

“…Although recent research has expanded the view of guilt appeals in light of the related emotion of shame, arguing that the two affects likely have different impacts on the persuasion process (e.g., Boudewyns et al, 2013;Duhacheck et al, 2012), it appears the role of positive emotions, like relief or hope, within this context is still unexplored. Yet on the basis of the fear-based evidence, as well as theory of guilt arousal and resolution, the flow of emotions from guilt to relief (or guilt to hope or anger or shame) likely has important implications for the success or failure of guilt appeal messages.…”

“…Thus, it is possible the persuasive power of guilt may motivate productive health behavior under appropriate circumstances. However, such conditions have yet to be specified, though current efforts are attempting to address this issue (e.g., Boudewyns, Turner, & Paquin, 2013;Duhacheck, Agrawal, & Han, 2012).…”

Exploring Smoking Stigma, Alternative Tobacco Product Use, and Quit Attempts

“…One study of shame-free guilt messaging related to STD testing demonstrated that messages focusing on guilt while not also eliciting shame were more effective than shame or combined guilt/shame-focused messaging in producing positive behavior change. 35 Conversely, a tobacco control intervention reported greater recall of a shame-based social isolation messaging, 36 but problems with that study interfere with its ability to be generalized. 37 For instance, they did not measure shame or guilt in participants and the most memorable message was also the only novel message, creating a potential confound.…”

Social network usage, shame, guilt and pride among high school students: Model testing

“…Shame produces various feelings, such as embarrassment, inadequacy and selfcontempt (Tangney & Dearing, 2002). Furthermore, Boudewyns, Turner, and Paquin (2013) found that shame was related to perceived devious intent and anger, whereas guilt was not.…”