Conceptualising Existential Guilt Appeal

摘要

This study explores the relationships between existential guilt, ad credibility, inferences of manipulative intent (IMI), attitude towards the ad, and purchase intentions. The majority of the research in advertising explores the use of existential guilt appeal in the charitable donations context (e.g. Hibbert et al., 2007). Thus to validate these findings empirical results from other contexts are needed. Using an experimental study the proposed model investigates the effectiveness of existential guilt appeal in luxury service hotel advertisements. Young consumers are active readers of advertisements, therefore will they feel sceptical towards the persuasion technique? Using a well-known brand as a stimulus the research will identify the direct effects of existential guilt appeals on purchase intentions. Managerial implications and future directions radiating from the results are discussed.