The Effects of Guilt-Appeal Intensity on Persuasive and Emotional Outcomes: The Moderating Role of Sponsor Motive

Turner, Monique Mitchell; Mabry-Flynn, Amanda; Shen, Hongmei; Jiang, Hua; Boudewyns, Vanessa; Payne, David

doi:10.1080/10495142.2017.1326345

Cited by 15 publications

(19 citation statements)

References 43 publications

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“…It contributes to the literature on cause-related marketing by demonstrating the effectiveness of gratitude (vs pride) in increasing the likelihood of purchasing a product promoted with a donation-based promotion. This is significant because prior research examining emotion and cause-related marketing has mostly highlighted the role of guilt (Basil et al , 2006; Chang, 2011; Coulter and Pinto, 1995; Kim and Johnson, 2013; Turner et al , 2018). Because guilt may lead to negative downstream consequences (Brennan and Binney, 2010; Coulter and Pinto, 1995), the current research’s finding that positive emotions such as gratitude can be a better alternate in this context, is an important one.…”

Section: Discussionmentioning

confidence: 99%

“…Third and particularly relevant to our research, prior research has identified that emotions can influence the effectiveness of cause-related marketing, particularly the negative emotion of guilt (Basil et al , 2006; Chang, 2011; Coulter and Pinto, 1995; Kim and Johnson, 2013; Turner et al , 2018). However, using a negative emotion can have unintended consequences such as making consumers feel that they are being manipulated (Brennan and Binney, 2010; Coulter and Pinto, 1995), psychological reactance (Dillard and Shen, 2005), leading such appeals to be ineffective in the long-term (Carey et al , 2013).…”

Section: Theoretical Backgroundmentioning

confidence: 93%

“…For instance, emotions have been found to influence food consumption (Garg et al , 2007), gift-giving (de Hooge, 2014) and pro-social behavior (Septianto et al , 2018). In the context of cause-related marketing, recent reviews of the academic literatures (Lafferty et al , 2016; Thomas et al , 2019) has identified the emotion of guilt as one of the most common emotional appeals used in cause-related marketing (Basil et al , 2006; Chang, 2011; Coulter and Pinto, 1995; Kim and Johnson, 2013; Turner et al , 2018). However, using a negative emotion might backfire (Brennan and Binney, 2010; Coulter and Pinto, 1995) by making consumers perceive such a negative appeal as manipulative (Coulter and Pinto, 1995).…”

Section: Introductionmentioning

confidence: 99%

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The impact of gratitude (vs pride) on the effectiveness of cause-related marketing

Garg

2021

EJM

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Purpose This study aims to investigate how gratitude, as compared to pride, can leverage the effectiveness of cause-related marketing, particularly a donation-based promotion. Drawing upon the appraisal tendency framework, this study establishes the underlying process driving these emotion effects. It also examines the moderating role of product type (hedonic vs utilitarian). Design/methodology/approach Five studies are conducted to test the predictions. Importantly, this study examines the predicted emotion effects across different sources of affect (dispositional, incidental and integral), different subject populations (students and Amazon Mechanical Turk panel) and different product categories (water bottle, chocolate and printer), leading to robust and generalizable findings. Findings Results show that gratitude (vs pride) increases the likelihood of purchasing a product with a donation-based promotion. This effect is mediated by gratitude’s other-responsibility appraisal and, in turn, increased reciprocity concerns (a serial mediation). Further, this study finds that how the gratitude (vs pride) effect is attenuated when the product is hedonic (but not utilitarian) in nature. Research limitations implications Past study on emotion and cause-related marketing has emphasized the role of negative emotions such as guilt. This study provides empirical evidence on the potential benefit of using positive emotions such as gratitude in cause-related marketing. Practical implications The implications of this study can benefit marketers by highlighting the use of gratitude appeals in their cause-related marketing campaigns. Originality/value The findings of the present research are significant because they highlight the potential role of a discrete positive emotion – gratitude – in leveraging the effectiveness of cause-related marketing and establish the underlying process driving this effect.

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Section: Discussionmentioning

confidence: 99%

Section: Theoretical Backgroundmentioning

confidence: 93%

Section: Introductionmentioning

confidence: 99%

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The impact of gratitude (vs pride) on the effectiveness of cause-related marketing

Garg

2021

EJM

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“…It also motivates people to reduce their alcohol consumption ( Agrawal and Duhachek, 2010;Becheur and Valette-Florence, 2014 ) and avoid distracted driving ( Pounders et al, 2014 ). Moreover, Turner et al (2018) find that when for non-profitmaking guilt appeals, increased intensity of communicated guilt leads to higher ad persuasiveness.…”

Section: The Moderating Impact Of Guiltmentioning

confidence: 84%

“…Guilt appeals (compared to other emotional appeals) might play a more prominent role than other emotional appeals in the context of road safety advertising, where personal responsibility plays a crucial role (Basil et al, 2008). Indeed, Turner et al (2018, p. 136) argue that “guilt is caused by the appraisal that a relevant threat was caused by a human … and that the human was oneself.” On the road, this sense of personal responsibility is reinforced by the risk of one's bad driving behaviors inflicting harm on others, which could generate high feelings of guilt.…”

Section: Introductionmentioning

confidence: 99%

Belief in Fate and Self-Efficacy in Road Safety Advertising Based on Guilt: An Explanation Based on Negotiable Fate

Becheur

Guizani

2019

Australasian Marketing Journal

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This study examines the effectiveness of using guilt in road safety advertising among young populations characterized as having high levels of belief in fate, and refutes the positive relationship between belief in fate and health message ineffectiveness, by introducing the notion of negotiable fate. This type of coping implies that when belief in fate increases, persuasion increases and this relationship operates through self-efficacy perceptions. That is, when exposed to guilt-based road safety messages, belief in fate generates self-efficacy perceptions, which motivates drivers to focus on the problem instead of denying it, leading to a higher persuasion. The current research constitutes a first empirical test of the relationships between belief in fate, self-efficacy, and compliance with guilt-based road safety communications. We also test a moderation-mediation model proving that the mediator role of self-efficacy is reinforced with the use of higher levels of guilt in the message. Results can provide guidance for non-profit organizations and public agencies on how to develop future policies to promote safe behaviors among young drivers who have high belief in fate.

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The Effective Management of Social Campaigns: Planning and Assessing the Media Message

Borawska

2021

Eurasian Studies in Business and Economics

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The Effects of Guilt-Appeal Intensity on Persuasive and Emotional Outcomes: The Moderating Role of Sponsor Motive

Cited by 15 publications

References 43 publications

The impact of gratitude (vs pride) on the effectiveness of cause-related marketing

The impact of gratitude (vs pride) on the effectiveness of cause-related marketing

Belief in Fate and Self-Efficacy in Road Safety Advertising Based on Guilt: An Explanation Based on Negotiable Fate

The Effective Management of Social Campaigns: Planning and Assessing the Media Message

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