How intensity of cause-related marketing guilt appeals influences consumers: the roles of company motives and consumer identification with the brand

Singh, Jaywant, Crisafulli, Benedetta and Quamina, La Toya (2019) How intensity of cause-related marketing guilt appeals influences consumers: the roles of company motives and consumer identification with the brand. Journal of Advertising Research, 60 (2), 148-162. (doi:10.2501/JAR-2018-049).

Record type: Article

Abstract

When exposed to cause-related marketing advertisements that use guilt appeals, consumers actively try to interpret the motives behind the company's message and consequently accept (or resist) the persuasion attempt. This study demonstrates that high-emotional-intensity cause-related marketing advertisements create suspicion that the company truly might not be committed to the social cause. If the advertisement is low in emotional intensity, however, guilt appeals lower negative inferences and act as a stimulus to foster consumer identification and positive perceptions of corporate image.

Text

Author accepted manuscript Singh Crisafulli Quamina JAR 2018 - Accepted Manuscript

Available under License University of Southampton Accepted Manuscript Licence.

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