Abstract Past research on guilt-elicitation in marketing does not examine how the communications' effects might persist over time, when there is a gap between advertising at time 1 and the time of choice consideration at time 2. This study explores the processes leading to delayed compliance through guilt-based communications. Guilt elicitation enhances transportation into the message, driving message compliance through the effect of transportation. Transportation explains the effects recorded several days after campaign exposure. The influence of transportation is mediated by two pathways: increases in anticipated guilt and perceived consumer effectiveness. The message type moderates the relevance of different pathways in explaining persuasiveness. Appeals delivered through a text and image message (rather than text only) are more effective in driving compliance and shape reactions via guilt anticipation. The study raises important implications for research on the use of guilt appeals and the design of more effective messages based on this emotion.
Abstract The success of Amazon Mechanical Turk (MTurk) as an online research platform has come at a price: MTurk has suffered from slowing rates of population replenishment, and growing participant non-naivety. Recently, a number of alternative platforms have emerged, offering capabilities similar to MTurk but providing access to new and more naive populations. After surveying several options, we empirically examined two such platforms, CrowdFlower (CF) and Prolific Academic (ProA). In two studi...
Abstract Guilt is generally assumed to motivate a desire to repair and to promote prosocial behavior. However, recent research suggests that this link is not automatic and that guilt may sometimes lead to negative social outcomes. Four experiments tested the causal influence of incidental guilt on pro-environmental attitude and behavior considered as a specific category of general prosocial behavior. Results indicate that guilt may indeed promote general prosocial (pro-environmental) behavior, b...
Guilt regulates many consumption processes and, consequently, marketers frequently use appeals based on guilt to influence consumers' behaviour. Owing to the multidisciplinary interest in this emotion, however, the literature is diverse and fragmented. The effectiveness of guilt appeals is contested, and some authors suggest that the use of this emotion in marketing might be unethical. Furthermore, research to date has not explored the potential relationships between the experience of guilt in c...
Last. Lorna Walker(CVCP: Universities UK)H-Index: 1
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Negative emotional appeals are used frequently in social marketing. Focusing on guilt and fear appeals, existing theories fail to explain emotional appeal effectiveness in changing consumption behaviour over time. To address this limitation, an elicitation–consumption framework is developed for fear and guilt appeal use. An agenda for further research, outlining three research questions and four propositions, is also presented. This framework integrates the study of how emotional appeals are com...
#2Martin Eisend(European University Viadrina)H-Index: 30
This study uses meta-analytic techniques to examine the number of exposures that maximize consumer response to an ad. The results show that in an experimental setting maximum attitude is reached at approximately ten exposures, while recall increases linearly and does not level off before the eighth exposure. The findings are of interest for two opposing schools of thought in the advertising literature on effective frequency. They support the repetitionists’ beliefs over the minimalists’ beliefs ...
#1Jörg Henseler(UT: University of Twente)H-Index: 54
#1Joerg Henseler(NOVA: Universidade Nova de Lisboa)H-Index: 7
Last. Marko Sarstedt(University of Newcastle)H-Index: 74
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Discriminant validity assessment has become a generally accepted prerequisite for analyzing relationships between latent variables. For variance-based structural equation modeling, such as partial least squares, the Fornell-Larcker criterion and the examination of cross-loadings are the dominant approaches for evaluating discriminant validity. By means of a simulation study, we show that these approaches do not reliably detect the lack of discriminant validity in common research situations. We t...
A significant body of research concludes that stable beliefs of perceived consumer effectiveness lead to sustainable consumption choices. Consumers who believe that their decisions can significantly affect environmental and social issues are more likely to behave sustainably. Little is known, however, about how perceived consumer effectiveness can be increased. We find that feelings of guilt and pride, activated by a single consumption episode, can regulate sustainable consumption by affecting c...
Purpose – This papers aim is to test the relationships between the Dominant Social Paradigm (DSP), materialism, environmental concern, and environmental behaviours, in four Asian economies. It examines the relationships between these constructs and identifies that the model of the relationship is applicable in regions with different cultural foundations. Design/methodology/approach – A sample of 1,174 consumers from four Asian economies with a strong Chinese background – mainland China (364), Ho...
#2Ko de Ruyter(UM: Maastricht University)H-Index: 57
Last. Martin Wetzels(UM: Maastricht University)H-Index: 42
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Stories, and their ability to transport their audience, constitute a central part of human life and consumption experience. Integrating previous literature derived from fields as diverse as anthropology, marketing, psychology, communication, consumer, and literary studies, this article offers a review of two decades worth of research on narrative transportation, the phenomenon in which consumers mentally enter a world that a story evokes. Despite the relevance of narrative transportation for sto...
Last. Xiaojing Guo(QMUL: Queen Mary University of London)
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Abstract null null Based on a new social business initiative, aiming to reduce CO2 emissions in China with the development of a new solar photovoltaic/thermal system that promises higher overall energy efficiency, lower costs, and better monitoring and control settings than existing systems, this study examines how pride triggered by environmentally-friendly technology adoption spills over into conservation behaviours. The study used an online survey of 163 Chinese customers and a pride-inducing...
Abstract null null The color red widely appears on food packages. However, understanding of the effects of this color on consumers in the context of food packages remains limited. In particular, the literature stresses the need for a better grasp of the underlying mechanisms that explain the effects of this color when used on food packages. Building on the psychological literature on colors and emotions, this research argues that because the color red carries negative meanings related to transgr...
Research examining the effects of guilt appeals on attitudes and behavioral intentions has been inconsistent. Some scholars have found that guilt appeal intensity has a curvilinear relationship wit...
#2Murat Hancer(UCF: University of Central Florida)H-Index: 16
Abstract Although the role of (eco)guilt is relatively well-established in the literature on environmentally-friendly behaviors, little empirical research has been dedicated to this topic in tourism. Nevertheless, this topic has been gaining special interest in a spate of recent publications on tourists' (eco)guilt worldwide. A natural question arises: What is the influence of (eco)guilt in the context of environmentally-friendly tourism behavior (EFTB) and how does it effect tourists' revisitin...
Background:With the increasing production of domestic waste in South African urban areas, household waste separation has become a crucial recycling activity for better management of domestic waste ...
#1Kurt Braddock(PSU: Pennsylvania State University)H-Index: 11
Strengthen your understanding of the persuasive mechanisms used by terrorist groups and how they are effective in order to defeat them. Weaponized Words applies existing theories of persuasion to domains unique to this digital era, such as social media, YouTube, websites, and message boards to name but a few. Terrorists deploy a range of communication methods and harness reliable communication theories to create strategic messages that persuade peaceful individuals to join their groups and engag...