Advertising guilt-laden vacations: The cross-cultural efficacy of a guilt decreasing appeal

The objective of this study is to assess, across two cultures with different values, the effectiveness of guilt-decreasing appeals in reducing anticipated guilt toward a luxury vacation without compromising levels of happiness. An experimental design with two experiments was used to test the hypothesized relationships. In study one, we demonstrate that a guilt decreasing appeal is effective at reducing anticipated guilt and preserving the...