Examining the impact of differing guilt advertising appeals among the Generation Z cohort

Generation Z (Gen Z), consisting of individuals born between 1995 and 2010, is an important target for nonprofits due to the cohort’s high degree of social consciousness. However, Gen Z consumers are challenging to impact via advertising appeals due to their short attention spans. Our research investigates the relative impact of advertising appeals based on reactive guilt, anticipatory guilt, and existential guilt on Gen Z students at a West...