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

How intensity of cause-related marketing guilt appeals influences consumers: the roles of company motives and consumer identification with the brand
How intensity of cause-related marketing guilt appeals influences consumers: the roles of company motives and consumer identification with the brand
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.
0021-8499
Singh, Jaywant
db6316ed-e404-4c5a-873c-6e97c94fe531
Crisafulli, Benedetta
c2ffc9d5-6e13-4d5e-8402-c62586f1a0d3
Quamina, La Toya
03aaad0d-e084-4362-b373-2a78e3bc3715
Singh, Jaywant
db6316ed-e404-4c5a-873c-6e97c94fe531
Crisafulli, Benedetta
c2ffc9d5-6e13-4d5e-8402-c62586f1a0d3
Quamina, La Toya
03aaad0d-e084-4362-b373-2a78e3bc3715

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. (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
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More information

Accepted/In Press date: 1 May 2018
e-pub ahead of print date: 8 January 2019

Identifiers

Local EPrints ID: 436324
URI: http://eprints.soton.ac.uk/id/eprint/436324
ISSN: 0021-8499
PURE UUID: ccc0cf53-149d-4770-b3c0-a9c118f66f09
ORCID for Jaywant Singh: ORCID iD orcid.org/0000-0002-0766-0162

Catalogue record

Date deposited: 06 Dec 2019 17:30
Last modified: 07 Jul 2020 04:01

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